Kauppinen-Räisänen, Hannele; van der Merwe, Daleen; … - In: International Journal of Retail & Distribution Management 48 (2020) 7, pp. 727-748
Purpose: The aim of this study is to explore the contextual influences of packaging design and its cues on respondents' preferences. Design/methodology/approach: To explore the contextuality of packaging cues, a multi-attribute valuation technique, conjoint analysis was used for two types of...