Chow, Clement S. F.; Kaynak, Erdener; Mak, Winnie - In: Asia Pacific Journal of Marketing and Logistics 27 (2015) 1, pp. 23-39
Purpose – The purpose of this paper is to find out whether the plain packaging format in cigarette labeling is worth adopting or not. Design/methodology/approach – A lab experiment with a 2 (existing vs plain packaging format) × 2 (familiar vs unfamiliar brand) factorial design was...
