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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Bibliographic Details
Published in:	Journal of the Academy of Marketing Science Vol. 40; no. 5; pp. 711 - 727
Main Authors:	Labrecque, Lauren I., Milne, George R.
Format:	Journal Article
Language:	English
Published:	Boston Springer US 01.09.2012 Springer Science + Business Media LLC Springer Springer Nature B.V
Subjects:	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
Online Access:	Get full text
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