This article examines the influence of the product package (color and shape) on some functional (brand belief) and symbolic associations (brand personality) of the brand image. Hypotheses are tested in an experiment that results in an empirical validation of the role of the package in the brand image enhancement process.
...Magne (1999) proposes cutting out the aesthetic stimuli from the product package... using colors and shapes as differentiation tools and defines their role as antecedents of brand per...
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