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Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7667
Title: Construction of Brand Identity Through Packaging
Authors: Robert L Underwood
Issue Date: 1999
Publisher: American Marketing Association- Winter Educators Conference
Abstract: One marketing element that has been largely overlooked in the theoretical construction of brand symbolism and the dynamics of social identity is product packaging. Packaging acts not only as a vehicle for transmitting symbology, but is important for its own symbolic contribution to the total understanding of the corporation or brand (Rapheal and Olsson 1978).
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7667
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