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

Eeva Helena Solja; Veronica Liljander; Magnus Söderlund

doi:10.1007/978-3-319-29877-1_128

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

Eeva Helena Solja, Veronica Liljander, Magnus Söderlund

Marketing, Helsinki

Stockholm School of Economics

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Original language	English
Title of host publication	Rediscovering the Essentiality of Marketing : Developments in Marketing Science: Proceedings of the Academy of Marketing Science
Editors	Luca Petruzzellis, Russell S. Winer
Publisher	Springer
Publication date	28.06.2016
Pages	683-683
ISBN (Print)	978-3-319-29876-4
ISBN (Electronic)	978-3-319-29877-1
DOIs	https://doi.org/10.1007/978-3-319-29877-1_128
Publication status	Published - 28.06.2016
MoE publication type	A4 Article in conference proceedings
Event	2015 Academy of Marketing Science World Marketing Congress (AMS) - The Palace Hotel Bari, Bari, Italy Duration: 14.07.2015 → 18.07.2015 Conference number: 18

Keywords

512 Business and Management

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10.1007/978-3-319-29877-1_128

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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

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author = "Solja, {Eeva Helena} and Veronica Liljander and Magnus S{\"o}derlund",

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Solja, EH, Liljander, V & Söderlund, M 2016, Does a Short Brand Story on the Package Affect Consumers’ Brand Responses? in L Petruzzellis & RS Winer (eds), Rediscovering the Essentiality of Marketing: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, pp. 683-683, 2015 Academy of Marketing Science World Marketing Congress (AMS), Bari, Italy, 14.07.2015. https://doi.org/10.1007/978-3-319-29877-1_128

Does a Short Brand Story on the Package Affect Consumers’ Brand Responses? / Solja, Eeva Helena; Liljander, Veronica; Söderlund, Magnus.
Rediscovering the Essentiality of Marketing: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. ed. / Luca Petruzzellis; Russell S. Winer. Springer, 2016. p. 683-683.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review