haku: @author Roper, S. / yhteensä: 8
viite: 4 / 8
| Tekijä: | Roper, S. Parker, C. |
| Otsikko: | How (and where) the mighty have fallen: branded litter |
| Lehti: | Journal of Marketing Management
2006 : JUL, VOL. 22:5-6, p. 473 487 |
| Asiasana: | brands marketing consumption |
| Vapaa asiasana: | litter packaging city center |
| Kieli: | eng |
| Tiivistelmä: | At the point of sale the packaging of the product has been regarded very important. The marketing literature has usually focused on the packaging mostly in the pre-consumption stage. This article examines the earlier research on packaging and also identifies researches that have explored packaging post-consumption. Most of the studies about packaging in post-consumption stage have concentrated on macro environmental concerns and the difficulties of waste disposal. The authors, on the contrary, examine the packaging as litter in a certain micro-environment, namely the city center. Based on this study the most probable brands to be found as litter in various categories were recognized. The most familiar litter was the package of Walkers crisps; in a certain city centre a visitor has the probability of 83 percent of coming across a crisp package of Walkers. The most interesting question is if this is good or bad for Walkers. The authors conclude by examining the wider social impacts of brands as litter and make proposes about future research. |
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