"Visual Elements of Product Packaging: A Systematic Literature Review Using Topic Modeling"
(R2023-117234)

AUTHORS

Marilena Siatra, Athens University of Economics and Business; Kalipso Karantinou, Athens University of Economics & Business; Christos Koritos, ALBA Graduate Business School - The American College of Greece; Athanasios Gkaintatzis, Athens University of Economics and Business

ABSTRACT

The visual elements of product packaging affect customer attitudes towards brands and shape point of sale consumption decisions. In the absence of a study that brings together all accumulated knowledge on the subject, the present study aims to synthesize extant research on the visual elements of product packaging, by means of a systematic literature review using topic modeling. A total of 111 papers revealed 19 topics classified and discussed under three broader categories, providing an integrated comprehensive map of the field and a research agenda to guide future investigation.