The Role of Packaging in Brand Attachment

Abstract

Packaging plays an important role in creating and strengthening brand attachment, significantly impacting consumer perception and brand experience. It influences not only the product's first impression, but also how consumers interact with it in the long term. This article explains how packaging contributes to the brand attachment of a product. The primary research method was bibliometric analysis based on data collection from the Web of Science covering the period 2021-2025 to identify dominant trends and themes in the specialized literature in this field. The analysis was conducted by selecting 1075 relevant articles filtered by the keywords "packaging" and "brand." The results highlighted that interest in this field has remained constant over the past five years.