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Introduction

  • Wolfgang Ziniel
Chapter

Abstract

In mature markets, the brands offered are often identical in their core product features. Therefore, differences in product quality are hardly discernible for the consumers. A frequently postulated solution to this dilemma is the placement of additional experience-orientated values in advertising, design, point-of-sale and packaging activities (Belz 1989, 264; Weinberg 1992; Kroeber-Riel and Weinberg 2003, 221).

Keywords

Consumer Behaviour Purchase Intention Packaging Activity Marketing Science Realistic Premise 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.ViennaAustria

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