Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

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The Multifaceted Role of Packaging: Product and Brand Perspectives

Authors
Shivani Yadav1, *, Zillur Rahman2
1Indian Institute of Technology, Roorkee, Uttarakhand, India
2Indian Institute of Technology, Roorkee, Uttarakhand, India
*Corresponding author. Email: shivani_y@ms.iitr.ac.in
Corresponding Author
Shivani Yadav
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_17How to use a DOI?
Keywords
Packaging; Consumer Behavior; Sustainability
Abstract

The global packaging industry is undergoing remarkable expansion, highlighting its importance as both a functional necessity and a strategic marketing tool. This study carries out a comprehensive thematic analysis of Packaging research from 1978 to 2025. A total of 461 research papers were analyzed systematically to identify distinct and overlapping themes in both “Product and Packaging” and “Brand and Packaging”. Exclusive themes in product-related packaging include sustainability, consumer behavior, and product design, while brand-related packaging focuses on branding, plain packaging, and food design. The result of the thematic analysis highlights foundational research from 1978 to 2005, an expansion of topics between 2006 to 2015, and an emphasis on sustainability, sensory marketing, and consumercentric innovations from 2016 to 2025. This study provides a comprehensive analysis of exclusive and overlapping themes in “Product and Packaging” and “Brand and Packaging”, providing valuable insights for both academic research and managerial decision-making.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_17How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shivani Yadav
AU  - Zillur Rahman
PY  - 2026
DA  - 2026/03/10
TI  - The Multifaceted Role of Packaging: Product and Brand Perspectives
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 282
EP  - 298
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_17
DO  - 10.2991/978-94-6239-608-1_17
ID  - Yadav2026
ER  -