Aesthetic persuasion: how artistic packaging and visual storytelling drive cosmetic brand choices

In the intensely competitive cosmetics market, brands must transcend mere functionality to engage consumers through sensory and emotional appeal. This study investigates how artistic packaging and visual storytelling serve as mechanisms of aesthetic persuasion that shape cosmetic brand choice, using...

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Bibliographic Details

Main Authors:	Muthusamy, Geetha, Hasbullah, Nornajihah Nadia, Naseri, Roszi Naszariah Nasni, Yahya, Wan Kalthom
Format:	Article
Language:	en
Published:	Faculty of Art and Design 2025
Subjects:	Social aspects. Social marketing Market surveys. Including brand choice. Brand loyalty Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Online Access:	https://ir.uitm.edu.my/id/eprint/123468/1/123468.pdf https://ir.uitm.edu.my/id/eprint/123468/ https://journal.uitm.edu.my/ojs/index.php/IJAD
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