تأثير المكونات البصرية و اللفظية للتعبئة و التغليف على نية الشراء لدى المستهلك : دراسة إمبريقية باستخدام طريقة المعادلات الهيكلية

الملخص EN

The aim of this article is to study the impact of visual and verbal elements of packaging on customers purchase intentions.

After a brief literature review, an empirical study is conducted among 146 customers of brand in Tlemcen city.

A model of intention has been developed to be tested by structural equations modeling.

The results of this study showed that marketing the visual and verbal elements of packaging have a significant effect on purchase intentions of the customers of this brand