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Commentary: Gift Packaging in Duty-free Markets - Environmentalism and Brand Equity (1994)

Louchran, Vicky ; Kangis, Peter

Bingley : Emerald

The @journal of product & brand management 3 (1994), S. 5-7

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ISSN: 1061-0421

Source: Emerald Fulltext Archive Database 1994-2005

Topics: Economics

Notes: As the European Union issues Directives to standardize measures taken byindividual member states to reduce environmental waste in the process ofpackaging, examines the marketing of branded spirits in Europeanduty-free situations in order to determine whether consumers face aconflict between purchasing on the basis of environmental issues or the"giftability" of the product. Found that customers were more motivated byprice and brand loyalty than on packaging or green issues.

Type of Medium: Electronic Resource

URL: http://dx.doi.org/10.1108/10610429410067379

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