#2395. All that glitters is not gold: when glossy packaging hurts brand trust

November 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics and Econometrics;
Business and International Management;
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
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2 place - free (for sale)
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4 place - free (for sale)

Abstract:
The article analyzes the role of packaging in attracting buyers attention and building brand confidence. The results show that glossy packaging can negatively impact brand credibility. Consumers rate a product in glossy packaging as less trustworthy as they see using it as a desperate attempt to grab the attention of consumers.
Keywords:
Brand credibility; Material and surface; Package; Package aesthetics; Persuasion knowledge

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