Packaging as Brand Communication: Effects of Product Pictures on Consumer Responses to the Package and Brand

By Robert L. Underwood, Noreen M. Klein. 2002

388 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/612d8f9c11b05c57e582f5f5fb2780a913f8f4de

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Citations in the corpus

Package Design as a Communications Vehicle in Cross-Cultural Values Shopping (2009, background): “This avoids confounds with different levels of consumer knowledge and brand familiarity (Underwood and Klein 2002).”
Holistic Package Design and Consumer Brand Impressions (2008, background): “Second, the product should provide brand names that are unfamiliar to the sample population to avoid confounds with different levels of brand familiarity (Underwood and Klein 2002).”
When Do Consumers Avoid Imperfections? Superficial Packaging Damage as a Contamination Cue (2016, background): “…in the marketing communications arsenal, conveying information about product benefits, building and reinforcing brand image, and providing visual cues that facilitate associations with other elements of the communications mix (e.g., McDaniel and Baker 1977; Nijssen 1999; Underwood and Klein 2002).”
Humanizing Products with Handwritten Typefaces (2018, background): “We focus on product packaging as a pertinent communication medium and marketing tool that signals product benefits (Underwood and Klein 2002; van Rompay and Veltkmap 2014).”
‘Show me the goods’: Assessing the effectiveness of transparent packaging vs. product imagery on product evaluation (2018, background): “…packaging has been found to give rise to expectations that the product tastes better 126 than when no food visuals were displayed (Elliott, 2008; Underwood & Klein, 2002), 127 although note that this effect has not been the subject of much research (see 128 Piqueras-Fiszman & Spence, 2015, for…”
Product Fit Uncertainty in Online Markets: Nature, Effects, and Antecedents (2014, neutral): “Visualizations have been shown to provide information on advertisement (Edell and Staelin 1983); brand (Underwood and Klein 2002); and, recently, insights of big data (Frankel and Reid 2008).”