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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 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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CONSTRUCTION OF BRAND IDENTITY THROUGH PACKAGING.pdf Restricted Access | 919.52 kB | Adobe PDF | View/Open Request a copy |
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