The Impact of Visual Elements of Packaging Design on Purchase Intention: Brand Experience as a Mediator in the Tea Bag Product Category
While packaging design plays a vital role in experience-oriented markets, how multiple visual elements influence purchase intention through brand experience remains unclear. This study addresses this gap by employing innovative orthogonal experiments to examine the complex relationship between the v...
| Published in: | BEHAVIORAL SCIENCES |
|---|---|
| Main Authors: | , , , |
| Format: | Article |
| Language: | English |
| Published: |
MDPI
2025
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| Subjects: | |
| Online Access: | https://www-webofscience-com.uitm.idm.oclc.org/wos/woscc/full-record/WOS:001430448500001 |