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...

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Bibliographic Details
Main Authors: Sidi Mohammed Benachenhou, Benallal Guerrich, Zahia Moussaoui
Format: Article
Published: Growing Science 2018-04-01
Series:Management Science Letters
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