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Author:   Huda Khan ,  Richard Lee ,  Polymeros Chrysochou
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   0.299kg
ISBN:  

9780367430368

ISBN 10:   0367430363
Pages:   150
Publication Date:   18 August 2022
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

1. The Consumer Packaged Goods Industry in Asia PART I – Packaging Design and Localisation Strategy 2. Marketing Role of Packaging 3. Conceptualising Packaging Design 4. Methods of Measuring Packaging Effectiveness 5. Packaging Localisation: A Case Study of Supermarkets in China PART II – Effects of Packaging Localisation in Asian Markets 6. Effects of Product Type and Brand Familiarity in Packaging Localisation 7. Additional Effects of Price in Packaging Localisation 8. Effects of Consumption Situation and Price Premium in Packaging Localisation 9. Language as a Graphic Element in Packaging Localisation 10. How Consumers’ Psychological Dispositions of Need for Affect and Need for Cognition May Influence Packaging Localisation Effectiveness 11. Managers’ Perspectives on Packaging Localisation Conclusion

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Author Information

Huda Khan is Senior Lecturer in Marketing and Associate Director of Africa Asia Centre of Sustainability Research at the University of Aberdeen, UK. Richard Lee is Associate Professor of Marketing at the University of South Australia and Senior Research Associate at the Ehrenberg Bass Institute. Polymeros Chrysochou is Professor of Marketing at the Department of Management, Aarhus University, Denmark.

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