Short brand stories on packaging: An examination of consumer responses

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.

Source: Psychology and Marketing - March 3, 2018 Category: Psychiatry & Psychology Authors: Eeva Solja, Veronica Liljander, Magnus S öderlund Tags: RESEARCH ARTICLE Source Type: research