Onderzoek: Rol van secundaire verpakking op merkbeleving

Researchers at Clemson University US investigated if a unique shipping shell/crate design with on-message and product branding (direct colour print onto the shell) increased brand awareness, attention and purchase intent when placed directly onto the retail shelf.
Reusable packaging for 2 L bottles of carbonated soft drink packaged in proprietary reusable shells with a multicolour logo of the major US beverage company was chosen for the study. The results indicate that in-store marketing incorporating a unique secondary packaging may lift brand awareness and increase purchase intent. An article about the research is published in Packaging Technology and Science.
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