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...

Purpose: The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts. Design/methodology/approach: A mixed-methods qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups....