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 |