Does a Short Brand Story on the Package Affect Consumers’ Brand Responses?

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

Original languageEnglish
Title of host publicationRediscovering the Essentiality of Marketing : Developments in Marketing Science: Proceedings of the Academy of Marketing Science
EditorsLuca Petruzzellis, Russell S. Winer
PublisherSpringer
Publication date28.06.2016
Pages683-683
ISBN (Print)978-3-319-29876-4
ISBN (Electronic) 978-3-319-29877-1
DOIs
Publication statusPublished - 28.06.2016
MoE publication typeA4 Article in conference proceedings
Event2015 Academy of Marketing Science World Marketing Congress (AMS) - The Palace Hotel Bari, Bari, Italy
Duration: 14.07.201518.07.2015
Conference number: 18

Keywords

  • 512 Business and Management

Cite this

Solja, E. H., Liljander, V., & Söderlund, M. (2016). Does a Short Brand Story on the Package Affect Consumers’ Brand Responses? In L. Petruzzellis, & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing: Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 683-683). Springer. https://doi.org/10.1007/978-3-319-29877-1_128