Does a Short Brand Story on the Package Affect Consumers’ Brand Responses?

Abstract
The persuasiveness of stories and their influence on consumers have been acknowledged within the fields of advertising, tourism, and services. Despite these findings, stories have not caught the attention that they deserve in the product and brand literature. Nothing indicates that stories would have less of an effect when applied to brands. It is especially intriguing that stories—of various kinds—have become ubiquitous on product packaging in...
Paper Details
Title
Does a Short Brand Story on the Package Affect Consumers’ Brand Responses?
Published Date
Jun 28, 2016
Pages
683 - 683
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