Commentary: Gift Packaging in Duty‐free Markets – Environmentalism and Brand Equity
Abstract
As the European Union issues Directives to standardize measures taken by individual member states to reduce environmental waste in the process of packaging, examines the marketing of branded spirits in European duty‐free situations in order to determine whether consumers face a conflict between purchasing on the basis of environmental issues or the “giftability” of the product. Found that customers were more motivated by price and brand loyalty than on packaging or green issues.
Keywords
Citation
Louchran, V. and Kangis, P. (1994), "Commentary: Gift Packaging in Duty‐free Markets – Environmentalism and Brand Equity", Journal of Product & Brand Management, Vol. 3 No. 3, pp. 5-7. https://doi.org/10.1108/10610429410067379
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited