The effect of packaging elements on purchase intention: case study of Algerian customers
The aim of this article is to study the impact of marketing innovation and the visual and verbal ele-ments of packaging on customers purchase intentions. After a brief literature review, an empirical study is conducted among 140 customers of Coca-Cola brand in Tlemcen city. To this end, a model of i...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2018-04-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol8/msl_2018_8.pdf |
| Summary: | The aim of this article is to study the impact of marketing innovation and the visual and verbal ele-ments of packaging on customers purchase intentions. After a brief literature review, an empirical study is conducted among 140 customers of Coca-Cola brand in Tlemcen city. To this end, a model of intention has been developed to be tested by structural equations modeling. The results of this study showed that marketing innovation and the visual and verbal elements of packaging directly affect the purchase intentions of the customers of this brand. |
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| ISSN: | 1923-9335 1923-9343 |