RT Journal Article
SR Electronic
T1 The Power of a Package
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 364
OP 375
DO 10.2501/JAR-52-3-364-375
VO 52
IS 3
A1 Nora Lado Cousté
A1 Mercedes Martos-Partal
A1 Ester Martínez-Ros
YR 2012
UL http://www.journalofadvertisingresearch.com/content/52/3/364.abstract
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.