TY - JOUR T1 - The Power of a Package JF - Journal of Advertising Research JO - J Advert Res SP - 364 LP - 375 DO - 10.2501/JAR-52-3-364-375 VL - 52 IS - 3 AU - Nora Lado Cousté AU - Mercedes Martos-Partal AU - Ester Martínez-Ros Y1 - 2012/09/01 UR - http://www.journalofadvertisingresearch.com/content/52/3/364.abstract N2 - This research focuses on trends in new-product packaging claims and how such claims influence firm value. Empirical evidence revealed differential impacts of three types of packaging claims: nutritional, environmental, and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. Theoretical and empirical evidence confirm that these claims relate to firm value. The empirical analyses included more than 18,000 new products from 81 firms in the U.S. consumer packaged goods industry over a 10-year period. ER -