THE IMPACT OF PACKAGE PREFERENCE ON BRAND IMAGE

摘要: This paper examines the impact of package preference on perceptions of the brand image. It also investigates how package can be used as an extrinsic cue by consumers in evaluating the product performance, and the impact of packaging on brand value. An empirical study using olive oil packages was conducted lo find out the effects of package preference on perceptions of product performance, product quality, product value and communication effectiveness, which in combination constitutes a major part of the brand Image.