Short Brand Stories on Packaging: An Examination of Consumer Responses

Research output: Contribution to journalArticleScientificpeer-review

7 Citations (Scopus)

Abstract

The persuasiveness of stories and their influence on consumers have been acknowledged in marketing, particularly within the advertising field. In marketing practice, brand stories are increasingly also appearing on product packages. However, packages differ from ads in significant ways as communication channels; for example, the space for messages on a package is limited by the size of the package. This study reports findings from two experiments comparing consumer responses to fast-moving consumer good (FMCG) packages with and without short brand stories. The findings show that even a short brand story included on FMCG packaging has a positive impact on consumers’ affective, attitudinal, product value, and behavioral intention responses to the brand.
Original languageEnglish
Peer-reviewed scientific journalPsychology and Marketing
Volume35
Issue number4
Pages (from-to)294-306
ISSN0742-6046
DOIs
Publication statusPublished - 03.03.2018
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management

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