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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| Published in: | Journal of the Academy of Marketing Science Vol. 40; no. 5; pp. 711 - 727 |
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| Main Authors: | , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Boston
Springer US
01.09.2012
Springer Science + Business Media LLC Springer Springer Nature B.V |
| Subjects: | |
| ISSN: | 0092-0703, 1552-7824 |
| Online Access: | Get full text |
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| Abstract | 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. |
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| AbstractList | 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. 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. Keywords Color * Brand personality * Aesthetics * Logo design * Package design * Purchase intent 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.[PUBLICATION ABSTRACT] |
| Audience | Academic |
| Author | Milne, George R. Labrecque, Lauren I. |
| Author_xml | – sequence: 1 givenname: Lauren I. surname: Labrecque fullname: Labrecque, Lauren I. email: llabrecque@niu.edu organization: College of Business, Northern Illinois University – sequence: 2 givenname: George R. surname: Milne fullname: Milne, George R. organization: Isenberg School of Management, University of Massachusetts Amherst |
| BackLink | http://www.econis.eu/PPNSET?PPN=726441872$$DView this record in ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften |
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| CODEN | JAMSDE |
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| SubjectTerms | 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 |
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| Title | Exciting red and competent blue: the importance of color in marketing |
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