The Power of a Package Product Claims Drive Purchase Decisions Articles uri icon

publication date

  • September 2012

start page

  • 364

end page

  • 375

issue

  • 3

volume

  • 52

International Standard Serial Number (ISSN)

  • 0021-8499

Electronic International Standard Serial Number (EISSN)

  • 1740-1909

abstract

  • This research focuses on trends in new-product packaging claims and how such claims influence firm value. Empirical evidence revealed differential impacts of three types of packaging claims: nutritional, environmental, and production. The result of the current study also identified an increasingly popular trend toward introducing multiple claims simultaneously on the same package. Theoretical and empirical evidence confirm that these claims relate to firm value. The empirical analyses included more than 18,000 new products from 81 firms in the U.S. consumer packaged goods industry over a 10-year period.