What a Strange Bottle! Effects of Perceived Congruence of a Package Design

Nathalie Fleck, Virginie Maille and Priya Raghubir
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Priya Raghubir: Haas School of Business

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Abstract: Facing the profusion of the offer in most of the markets, brands have to be creative to emerge on the shelves. Consequently many brands use package design as a distinctive cue, sometimes radically breaking with the traditional codes of their market. However, one can question the effectiveness of package which uses unexpected shapes. Is it useful to adopt a disruptive package design? Under which conditions is this true and why can it work better?

Date: 2017
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Published in The Customer is NOT Always Right? Marketing Orientations in a Dynamic Business World, pp.582-585, 2017, ⟨10.1007/978-3-319-50008-9_156⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02292122

DOI: 10.1007/978-3-319-50008-9_156

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