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Journal of International Consumer Marketing Volume 33, 2021 - Issue 1
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Original Articles

What Language Should Be Displayed on Product Packaging? How Unconventional Lettering Influences Packaging and Product Evaluation

Udo WagnerDepartment of Marketing, University of Vienna, Vienna, Austria; View further author information
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Alisara Rungnontarat CharinsarnDepartment of Marketing, Thammasat Business School, Bangkok, ThailandCorrespondence[email protected]
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Pages 1-18 | Published online: 13 May 2020

Citations (4)

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Read on this site (1)

Dursun Yener & Mertcan Taşçıoğlu. (2021) Does the Use of Foreign Languages in Different Types of Products Lead to Different Consumer Perception?. Journal of International Consumer Marketing 33:4, pages 386-398.
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Articles from other publishers (3)

Manish Das, M. S. Balaji, Subhrajit Paul & Victor Saha. (2023) Being unconventional: The impact of unconventional packaging messages on impulsive purchases. Psychology & Marketing 40:10, pages 1913-1932.
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Xi LI, Tongmao LI & Jihao HU. (2022) The mechanism and influences of multilingual packaging strategy for tourism product: From the perspective of selective accessibility model. Advances in Psychological Science 30:6, pages 1216-1229.
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Dongyan Nan, Yerin Kim, Jintao Huang, Hae Sun Jung & Jang Hyun Kim. (2022) Factors Affecting Intention of Consumers in Using Face Recognition Payment in Offline Markets: An Acceptance Model for Future Payment Service. Frontiers in Psychology 13.
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