US EditionMirror, Mirror on the Wall, Who Is the Most Convincing of Them All? A Systematic Literature Review on Packaging
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Mirror, Mirror on the Wall, Who Is the Most Convincing of Them All? A Systematic Literature Review on Packaging
Abstract Packaging stands as a crucial focal point in marketing decisions because, besides being a wrapper for a product, it also fulfills diverse roles: it acts as a medium, affects purchasing behavior, fosters competition, and encourages sustainability. Although there is a vast body of literature on packaging in the marketing literature, a comprehensive understanding of these studies remains limited. This study, to the best of the authors’ kno…
·Charlottesville, United States
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