The Impact of Visual Elements of Packaging Design on Purchase Intention: Brand Experience as a Mediator in the Tea Bag Product Category

The Impact of Visual Elements of Packaging Design on Purchase Intention: Brand Experience as a Mediator in the Tea Bag Product Category

While packaging design plays a vital role in experience-oriented markets, how multiple visual elements influence purchase intention through brand experience remains unclear. This study addresses this gap by employing innovative orthogonal experiments to examine the complex relationship between the v...

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Bibliographic Details
Main Authors: Chang Liu, Mat Redhuan Samsudin, Yuwen Zou
Format: Article
Language:English
Published: MDPI AG 2025-02-01
Series:Behavioral Sciences
Subjects:
packaging design
visual elements
brand experience
purchase intention
orthogonal experiment
Online Access:https://www.mdpi.com/2076-328X/15/2/181
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