ABSTRACT
In the second part, this book presents a series of studies to shed light on how the effects of packaging localisation may vary across different contexts and consumption situations. This chapter kicks off a series of chapters in the second part, each of which demonstrates how the effectiveness of packaging localisation, as a marketing communication strategy, in influencing consumer behaviour may differ depending on different factors. This chapter reviews the related literature and provides evidence, through a study conducted in Pakistan, on how packaging may work differently between hedonic versus utilitarian products. It also shows that the effects of product types may further depend on consumers’ level of brand familiarity.
