PT  - JOURNAL ARTICLE
AU  - Nora Lado Cousté
AU  - Mercedes Martos-Partal
AU  - Ester Martínez-Ros
TI  - The Power of a Package
AID  - 10.2501/JAR-52-3-364-375
DP  - 2012 Sep 01
TA  - Journal of Advertising Research
PG  - 364--375
VI  - 52
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/52/3/364.short
4100  - http://www.journalofadvertisingresearch.com/content/52/3/364.full
SO  - J Advert Res2012 Sep 01; 52
AB  - 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.