Short Brand Stories on Packaging: An Examination of Consumer Responses

Eeva Helena Solja, Veronica Liljander, Magnus Söderlund

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

21 Citeringar (Scopus)

Sammanfattning

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.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftPsychology and Marketing
Volym35
Nummer4
Sidor (från-till)294-306
ISSN0742-6046
DOI
StatusPublicerad - 03.03.2018
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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