Sökning: "Iina-maija Ikonen"

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  1. 1. Packaging as a Communicator of Brand Personality: Comparing the importance of the whole and the details

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Iina-Maija Ikonen; [2015]
    Nyckelord :Packaging; Brand personality; Gestalt; Packaging design; Branding;

    Sammanfattning : While practitioners have started acknowledging the importance of packaging design, the academic knowledge in the field is still lagging behind. More specifically, even though it has been shown that the majority of packaging fails to get the consumer's full attention in the retail setting, existing research has only approached packaging in settings where the consumer has no limitations on examining all aspects of the packaging or detail in question. LÄS MER