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Simple= Authentic: The effect of visually simple package design on perceived brand authenticity and brand choice
Y Wang, J Jiang, X Gong, J Wang - Journal of Business Research, 2023 - Elsevier
Organizations devote considerable resources to create authentic brand images in response
to declining consumer trust. However, empirical research on the effect of package design …
to declining consumer trust. However, empirical research on the effect of package design …