Exciting red and competent blue: the importance of color in marketing

From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a fra...

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Vydáno v:Journal of the Academy of Marketing Science Ročník 40; číslo 5; s. 711 - 727
Hlavní autoři: Labrecque, Lauren I., Milne, George R.
Médium: Journal Article
Jazyk:angličtina
Vydáno: Boston Springer US 01.09.2012
Springer Science + Business Media LLC
Springer
Springer Nature B.V
Témata:
Advertising
Aesthetics
Anstrichmittel
Beziehungsmarketing
Brand image
Brand management
Brand names
Business and Management
Color
Consumer behavior
Consumer preferences
Consumers
Hypotheses
Investigations
Logos
Markentreue
Marketing
Original Empirical Research
Package design
Personality
Personality traits
Produktgestaltung
Psychological aspects
Purchase intention
Social aspects
Social Sciences
Sociological research
Studies
United States
Brand personality
Purchase intent
Aesthetics
Logo design
Package design
Color
ISSN:0092-0703, 1552-7824
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Popis
Shrnutí:From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming consumer brand perceptions.
Bibliografie:ObjectType-Article-1
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ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-010-0245-y