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A study on brand personality: Consumers perceptions of colours used in fashion brand logos
Abstract
Creating a likeable, relatable brand personality is one way that fashion brands can connect with consumers and increase profits. However, few studies have investigated how consumers perceive personality traits from a fashion brand's marketing communications. The colour used in marketing communications is a powerful tool that helps consumers to make inferences about fashion brands. The purpose of this study was to investigate whether, upon exposure to a brand logo, consumers will assign personality traits to the brand that correspond with commonly held colour associations. An online survey was conducted with a national sample to test the hypotheses of the study. Findings indicated that consumers attributed brand personality traits to brand logo colours according to commonly held colour associations for some of the colours in the study. Knowing how consumers perceive the colours used in brand logos will help marketers to convey the appropriate brand personality traits of their brand.
... Barwise et al. [20], television content is something that can be put on an existence cycle and it is best for the organizations to know where each program stands on the item life cycle in order to abstain from offering the content which is on the decrease arrange. Nguyen et al. [6], adds on to recommend that brand likeability is an antecedent to brand love; an idea which is all the more sincerely emotionally signified and also that it might be viewed as even more of a perception. ...
... Aaker [14], brand preference is a set of brand assets and liabilities that are connected to a certain brand and these are seen as the customers' subjective and intangible assessment of the brand as well as the customer perception of the brand in terms of different elements and its objectively perceived value. Much of the literature on brand preference has focused on antecedents of and the elements that are used to measure brand preference which were suggested by different authors [20]. However, some researchers have focused on the consequences of brand preferences. ...
... Moreso in order for the viewers and customers to receive digital television signals on an ordinary television set, consumers or viewers would need the device known as the Set-Top Box whose purpose is to convert the Digital Terrestrial Television (DTT) signal for reception on an analogue television set. The following hypothesis is produced: [20], adds to say that television content is something that can be put on an existence cycle and it is best for the organizations to know where each program stands on the item life cycle in order to abstain from offering the content which is on the decrease arrange. Ridgeway [21], in support of change in television content goes ahead to state that managing brand likeability effectively, marketers must comprehend both behavioral reactions and mental assessments to different services and showcasing endeavors that includes the programs which are being aired on television.The hypothesis is produced: ...
The research sought to fulfil objectives such as the influence of digitalisation on perceived quality, influence of change in television content on brand likeability and the influence of change in programming on repeat business. In carrying out the research, the researchers used descriptive and exploratory research design, primary sources of data were used. A structured approach to inquiry was adopted since this was a quantitative research. A target population of 151 was used and a sample size of 114 was employed. Simple random sampling and convenience sampling were used to select the respondents as well as allowing flexibility on the part of the researcher to use readily available participants. The authors' measurement of the constructs, were drew on well-established scales used in the literature and adapted them to our research context. STATA 13 was used to analyse data and presentations were done in the form of tables and bar-graphs. From the findings it was noted that digitalisation has a positive influence on perceived quality as indicated by the R-squared of 0.6877 thus 69% of perceived quality is explained by digitalisation. A positive correlation exists between the two variables. From the run tests Nyagadza et al.; JGEMBR, 10(3): 124-136, 2018 125 it was also noted that change in television content had a strong influence on brand likeability as it explained 73% of brand likeability. Moreso, change in television programming has a positive relationship with repeat business and a strong positive correlation existed between the two variables. From the research findings, the researcher recommends the organization to direct marketing efforts on things that are strongly valued by the viewer and customers, to invest in modern equipment such as drone cameras and lastly to keep on creating brand awareness through live broadcasts and getting feedback from viewers and customers.
... Marketers motivate consumers to ascribe human traits to a novel stimulus like brand, logo because when they assign personality traits to brands they begin to form a relationship with the brand (Aggarwal and McGill, 2007). Although brand logo plays an important role in building the brand personality, there are limited numbers of studies which have examined this relationship (Grohmann, 2008;Grohmann et al., 2013;Watkins and Gonzenbach, 2013;Ridgway and Myers, 2014). Grohmann (2008) examined the influence of logo design on brand personality. ...
... The study found that logo design characteristics have a positive effect on brand personality dimensions (sincerity, excitement, competence, sophistication and ruggedness). Further, Ridgway and Myers (2014) investigated the impact of brand logo colors on brand personality. The study revealed that the consumers assign personality traits to brand logo colors that are aligned with commonly held color associations. ...
... Prior studies (Grohmann, 2008;Grohmann et al., 2013;Watkins and Gonzenbach, 2013;Ridgway and Myers, 2014) have propounded that brand logos are associated with brand personality but there is dearth of empirical validation for such relationship. The third key contribution of our research is that we confirm and extend these studies by exhibiting that brand logo positively influences brand personality dimensions (except competence). ...
Purpose
Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity?
Design/methodology/approach
The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships.
Findings
The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image.
Practical implications
The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image.
Originality/value
This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.
... The food industry is an old industry where history, culture, tradition and branding tend to have great value [3,4]. Over the last decades, food companies began to put more resources into their branding and marketing activities, thus the proportions of branded foods increased [5][6][7]. According to several studies, a brand guarantees the quality and safety of a product in consumers' minds and ensures competitive superiority against its competitors for longer periods [7]. ...
... Over the last decades, food companies began to put more resources into their branding and marketing activities, thus the proportions of branded foods increased [5][6][7]. According to several studies, a brand guarantees the quality and safety of a product in consumers' minds and ensures competitive superiority against its competitors for longer periods [7]. Thus, the food company with a brand or brands can TFCs: Transnational Food Corporations; SNSs: Social Networking Sites; SMM: Social Media Marketing; SFM: Slow Food Movement 13 Food manufacturers [17] and marketers [15] face a great challenge while they try to satisfy the increasingly complex preferences of different consumers. ...
... Thus, the food company with a brand or brands can TFCs: Transnational Food Corporations; SNSs: Social Networking Sites; SMM: Social Media Marketing; SFM: Slow Food Movement 13 Food manufacturers [17] and marketers [15] face a great challenge while they try to satisfy the increasingly complex preferences of different consumers. Many giant TFCs launched aggressive marketing campaigns using different techniques (ads in mass and social media, strategic placement of brand logos in fashion, and brand placements in movies) to penetrate consumer bases and drive their food choices [7,18,19]. Therefore, it is the food industry along with the food marketers, especially of fast and junk food, which are re-The Visual Discourse of Food and Its Impact on Health: Research and Practical Implications Food marketers and advertisers are constantly monitoring changes influencing communications strategies [24]. For example, globalization, social and demographic changes, introduction of cable channels and the wide availability of so many television viewing options, direct marketing techniques such as mailing and telemarketing, and the Internet. ...
Food consumption and eating behaviors are variably affected by a whole range of factors and strongly influenced by environmental and social contexts. According to different studies, the highly use of food images in media and publicity, and brand placements in movies and fashion could explain reinforcing new eating behaviors and lifestyle patterns. The aim of this review is 1) to highlight the adoption of the visual discourse of food in media, advertisements, movies and fashion to promote new consumption norms; and 2) to suggest a collaborative effort to build smart food policies with inputs from food, fashion and film industries. Food endorsed by celebrities and brand logo in advertising are undoubtedly the most visible forms of food marketing communications. Besides, social media and mobile technologies provide novel opportunities to support food marketing and advertising techniques. Food brand placement is another marketing strategy highly used during the last decades by the advertising and food industries to reach consumers. Food brand placement is present in all types of movies, which present in their imagery a world and food that are always patently made by economic and cultural power. Food and fashion industries are strongly connected and use similar worldviews with same economic logic and marketing strategies including; merchandising, brand placement and social media. Public health efforts to promote healthy food patterns and lifestyles must compete with pervasive food marketing for unhealthy products. Public-private partnership is crucial to regulate food marketing strategies and enhance public health efforts. Social networks sites could be also used as potential means to increase the reach and efficiency of public health nutrition activities, such as visual communication for healthy food marketing and nutrition education. This review considers the great challenges related to food and health and suggests a framework illustrating the effect of the visual food discourse on health. This framework is the most comprehensive path for meeting the grand challenges in visual food marketing by setting focus and priority areas for food policies. Research and practical implications are also suggested with the goal of better understanding the visual discourse of food and improving public health. Finally, this review supports the concerns of nutrition experts and policy regulators about the bourgeoning practice of placing nutritionally poor food and beverages in popular entertainment formats such as media, fashion and movies. Food is not only the source of nutrients for human, but also plays various roles in our daily lives, beliefs, attitudes and socioeconom-ics [1,2]. Food is an important component of a society [2] and has many symbolic meanings; it expresses and establishes relationship between individuals and their environments, as well as between
... The food industry is an old industry where history, culture, tradition and branding tend to have great value [3,4]. Over the last decades, food companies began to put more resources into their branding and marketing activities, thus the proportions of branded foods increased [5][6][7]. According to several studies, a brand guarantees the quality and safety of a product in consumers' minds and ensures competitive superiority against its competitors for longer periods [7]. ...
... Over the last decades, food companies began to put more resources into their branding and marketing activities, thus the proportions of branded foods increased [5][6][7]. According to several studies, a brand guarantees the quality and safety of a product in consumers' minds and ensures competitive superiority against its competitors for longer periods [7]. Thus, the food company with a brand or brands can TFCs: Transnational Food Corporations; SNSs: Social Networking Sites; SMM: Social Media Marketing; SFM: Slow Food Movement 13 Food manufacturers [17] and marketers [15] face a great challenge while they try to satisfy the increasingly complex preferences of different consumers. ...
... Thus, the food company with a brand or brands can TFCs: Transnational Food Corporations; SNSs: Social Networking Sites; SMM: Social Media Marketing; SFM: Slow Food Movement 13 Food manufacturers [17] and marketers [15] face a great challenge while they try to satisfy the increasingly complex preferences of different consumers. Many giant TFCs launched aggressive marketing campaigns using different techniques (ads in mass and social media, strategic placement of brand logos in fashion, and brand placements in movies) to penetrate consumer bases and drive their food choices [7,18,19]. Therefore, it is the food industry along with the food marketers, especially of fast and junk food, which are re-The Visual Discourse of Food and Its Impact on Health: Research and Practical Implications Food marketers and advertisers are constantly monitoring changes influencing communications strategies [24]. For example, globalization, social and demographic changes, introduction of cable channels and the wide availability of so many television viewing options, direct marketing techniques such as mailing and telemarketing, and the Internet. ...
Food consumption and eating behaviors are variably affected by a whole range of factors and strongly influenced by environmental and social contexts. According to different studies, the highly use of food images in media and publicity, and brand placements in movies and fashion could explain reinforcing new eating behaviors and lifestyle patterns. The aim of this review is 1) to highlight the adoption of the visual discourse of food in media, advertisements, movies and fashion to promote new consumption norms; and 2) to suggest a collaborative effort to build smart food policies with inputs from food, fashion and film industries. Food endorsed by celebrities and brand logo in advertising are undoubtedly the most visible forms of food marketing communications. Besides, social media and mobile technologies provide novel opportunities to support food marketing and advertising techniques. Food brand placement is another marketing strategy highly used during the last decades by the advertising and food industries to reach consumers. Food brand placement is present in all types of movies, which present in their imagery a world and food that are always patently made by economic and cultural power. Food and fashion industries are strongly connected and use similar worldviews with same economic logic and marketing strategies including; merchandising, brand placement and social media. Public health efforts to promote healthy food patterns and lifestyles must compete with pervasive food marketing for unhealthy products. Public-private partnership is crucial to regulate food marketing strategies and enhance public health efforts. Social networks sites could be also used as potential means to increase the reach and efficiency of public health nutrition activities, such as visual communication for healthy food marketing and nutrition education. This review considers the great challenges related to food and health and suggests a framework illustrating the effect of the visual food discourse on health. This framework is the most comprehensive path for meeting the grand challenges in visual food marketing by setting focus and priority areas for food policies. Research and practical implications are also suggested with the goal of better understanding the visual discourse of food and improving public health. Finally, this review supports the concerns of nutrition experts and policy regulators about the bourgeoning practice of placing nutritionally poor food and beverages in popular entertainment formats such as media, fashion and movies. Food is not only the source of nutrients for human, but also plays various roles in our daily lives, beliefs, attitudes and socioeconomics [1,2]. Food is an important component of a society [2] and has many symbolic meanings; it expresses and establishes relationship between individuals and their environments, as well as between
... Brand designs and name influences brand gender perceptions such that brands using letters like 'k' or 'b' are perceived as masculine and brands using letters like 'f' and 's' are perceived as more feminine (Klink, 2009;Wu, 2013;Grohmann, 2015;. Although there exists the brand gender perception among consumers, existing knowledge suggests that consumers associate brand names with masculinity more often than with femininity and that masculine brands fair much better than feminine ones (Fugate & Philips, 2010;Ridgway, 2014;Neale, 2016;Browne, 2017;Machado, 2018). ...
... Although empirical findings also suggest that consumers tend to most likely choose brands using masculine type fonts and that gender does not play any part in type font and brand selection. Women are also not always attracted to scripted and scrolled type fonts (Doyle, 2004;Fugate & Philips, 2010;Ridgway, 2014;Grohmann, 2016;Neale, 2016;Browne, 2017;Machado, 2018;Yildrim & Büyükateş, 2020). This current research attempts to investigate whether brand re-gendering is possible by simply changing the type font of an existing brand with a solid prior brand gender perception. ...
The purpose of this paper is to explore the influence of type fonts on the purchase of branded products from a gendered point of view and whether type fonts used by brands can be utilized in brand re-gendering of a product in emerging economies. Four quantitative studies were conducted, collecting data from people aged 18 and above in Mauritius. In total, 150 valid questionnaires were used in the analysis of data using the statistical package for the social sciences. The results have revealed that brand femininity is associated with 'script' type fonts and brand masculinity is paired with 'display' type fonts in an emerging country such as Mauritius. Further outcomes of the research have indicated that product categories do not impact on type fonts being used for brands and consumers do not classify products in different genders based on their product category. Moreover, men and women are not much influenced by type fonts when purchasing and recommending products in emerging countries such as Mauritius. Finally, the results have also revealed that type fonts do not assist in brand re-gendering and more branding cues need to be altered to successfully change the existing brand gender perceptions of a product for emerging economies. This present research has several practical implications for brand managers and businesses and the way they communicate their brand gender using type fonts to customers of emerging countries in African region.
... An anthropomorphized brand can trigger conscious or non-conscious behavior goals when there is congruity between BP and consumer personality. It leads to conscious or non-conscious activation of behavioral response that causes impulse purchase Tong et al. (2018) The anthropomorphism approach links a specific brand with human-like traits and, as a result, a brand becomes trustable similar to the way a person is trusted Guido and Peluso (2015) This study investigates how consumers' tendency to consider brands as human-like characters influences BP Ridgway and Myers (2014) This study investigates the impact of the brand logo's color on consumers' perceptions of BP. As color is associated with certain human-like traits, it may determine the BP Self-congruity theory Nikhashemi and Valaei (2018) This research proposes that congruity between BP and consumer personality results in positive opinions and beliefs. ...
... This study investigates a consumer's identification with a certain brand relative to other identifications with other brands. It also investigates how identifications with other brands moderate the impact of BP on brand loyalty Kim et al. (2001) This study investigates the influence of the attractiveness of BP on a consumer's identification with a brand and then the influence of this identification on brand loyalty and WOM reports Associative network theory Baxter et al. (2018) Exposure to the iconic color and brand name activates BP associations of a certain brand in consumers' memory Ridgway and Myers (2014) Consumers learn to associate a color with different human-like traits and thus associate brand logo color with certain BP traits (continued ) Ramaseshan and Stein (2014) In this study, the human relationship metaphor applied to examine consumer-brand relationships Nobre et al. (2010) This study investigates how the BP influences the consumers' perception of partner quality (as in human relations), consumer-brand relationship and relationship strength Interpersonal communication theory Zhang (2017) This theory applied to demonstrate how communication styles (assertive vs. responsive) differently influence consumer perception of BP Meaning transfer model Dissanayake and Weerasiri (2017) This theory applied to investigate how characteristics of celebrity (i.e. attractiveness, expertise, trustworthiness, respect and similarity) transfer to a brand to shape its personality Customer-based brand equity (CBBE) Su and Chang (2018) CBBE perspective has been used as a theoretical underpinning to see the impact of consumer knowledge (brand awareness, BP, perceived quality, organizational associations, perceived value and brand uniqueness) on consumer behavior (brand loyalty) Cognitive functioning theory Bekk et al. (2017) There are differences between the cognitive functioning of young and old individuals and, as a result, old individuals use heuristic and schema-based cognitive processing. ...
Purpose
The topic of brand personality (BP) has received extensive research attention in the last 2 decades, with a particular focus on examining its antecedents and consequences. This study, therefore, systematically reviews and synthesizes extant research on antecedents and consequences of BP of consumer products.
Design/methodology/approach
A systematic review approach is used to identify and analyze relevant studies from five major databases and a search engine. This review identified 62 articles from 43 journals published during 1997–2018. The relevant literature germane to the research objectives is extracted from these articles.
Findings
This study identifies and classifies antecedents and consequences of BP of consumer products, along with key mediators and moderators underlying these relationships. Additionally, the study reveals pertinent characteristics of BP literature, including conceptualizations, measurements, methods, theories and research settings. Finally, this study develops an integrative conceptual model and presents avenues for future research.
Practical implications
This study provides insight to practitioners that create and develop brand personalities. The study would inform managers concerning the outcomes of BP.
Originality/value
To the best knowledge of the authors, this is the first systematic review that synthesizes existing empirical research on antecedents and consequences of BP of consumer products.
... These important studies should, however, be complemented with a more customer-centric approach since the opinions of experts are often not congruent to non-experts because of differences in mental schemas and cognitive categorisations. Nevertheless, it appears that very few scholars have asked consumers which characteristics of logos they find more salient: AlShebil (2007) studied consumer perceptions of logo change, while Ridgway and Myers (2014) focused on fashion brand logos colour. By contrast, we take a broader approach as we aim to find whether customers can explicitly identify relevant characteristics of new brand logo design and whether these characteristics do make a significant difference in logos attractiveness. ...
... Third, at this early stage of the research on customers' perception of salient logo characteristics, we have not considered the role of the industry in which the novel logos would be utilised. Scholars should examine the importance of logo characteristics according to specific industries (Ridgway and Myers 2014), types of products (high vs. low investment: Henderson and Cote 1998) or desired corporate images (Hynes 2009). ...
Brand logos can provide affective reactions before any promotional activity is carried out. This is particularly relevant for start-ups that might not have the budget for branding activities. Extant research is predominantly based on theoretical models. By contrast, we adopted a customer-based approach with a novel methodology—multiple picture sorting—to investigate the most relevant characteristics that customers identify for differentiating novel logos, and compared them with existing theories. Ninety-three subjects were asked to classify unknown logos according to criteria of their choice. Most customers clustered logos into: (1) composed of brand icon and/or name and (2) coloured or black logos. We then used experiments to test whether the logo characteristics identified by customers make a difference in logos’ attractiveness. Results show that logos composed of an icon plus a brand name are perceived as significantly more attractive than logos made of one component only, and that black logos are perceived as more attractive than coloured logos. Thus, customers-identified logo characteristics can guide entrepreneurs in designing and selecting logos for novel brands. This study adds to current theory by showing that one of the most relevant logo characteristics—brand icon and/or name—has rarely been investigated.
... Logos themselves-their symmetry, descriptiveness-also bear a meaning that is transferred to the brand [77,78], and logo colors can also contribute to the perceived characteristics of a brand [79]. ...
Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.
... It seems that most of the studies use mainly two or three colors (Red, Blue, Green in few) as the experimental setup. Although, very few studies associated Green to calmness (Suk and Irtel 2010;Hanada 2018) and orange/ yellow to excitement (Ridgway and Myers 2014;AL-Ayash et al. 2016) but a number of other studies didn't agree (Briki and Hue 2016;Wilms and Oberfeld 2018;Costa et al. 2018). The general trend in the literatures available shows that the association between Red and excitement is the most reported scenario. ...
Color perception is a major guiding factor in the evolutionary process of human civilization, but most of the neurological background of the same are yet unknown. This work attempts to address this area with an EEG based neuro-cognitive study on response of brain to different color stimuli. With respect to a Grey baseline seven colors of the VIBGYOR were shown to 16 participants with normal color vision and corresponding EEG signals from different lobes (Frontal, Occipital & Parietal) were recorded. In an attempt to quantify the brain response while watching these colors, the corresponding EEG signals were analysed using two of the latest state of the art non-linear techniques (MFDFA and MFDXA) of dealing complex time series. MFDFA revealed that for all the participants the spectral width, and hence the complexity of the EEG signals, reaches a maximum while viewing color Blue, followed by colors Red and Green in all the brain lobes. MFDXA, on the other hand, suggests a lower degree of inter and intra lobe correlation while watching the VIBGYOR colors compared to baseline Grey, hinting towards a post processing of visual information. We hope that along with the novelty of methodologies, the unique outcomes of this study may leave a long term impact in the domain of color perception research.
... In their guidelines for logo creation, Henderson and Cote (1998) emphasized preliminary evidence suggests that color greatly affects the perception of design. Color also plays a big role in driving brand personality (Labrecque & Milne, 2012;Ridgway & Myers, 2014) and signalizes affiliation to the specific industry sector (O'Connor, 2011), making it easier to position a brand in a complex macro environment and consumers' minds. But, when studying color in marketing, researchers mostly focused on its appropriateness rather than likability: an appropriately chosen color for a corporate logo can bring inherent and immediate value to a brand (Bottomley & Doyle, 2006;Hynes, 2009). ...
The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In the explorative part of the study, the effect of the amount of each of the additive primary colors on logo perception was examined. The research was done on a sample of 190 students whose ratings were used as logo description measures. Two independent variables used in the study were logo shape (abstract vs. concrete) and logo color (original color vs. greyscale). Results showed that greyscale logos and logos that are concrete were recognized more accurately while liking was not related to either independent variable. It was also observed that the amount of red color in the logo is negatively (correlated/related), and blue and green color is positively related to both logo recognition and logo liking. Practitioners are advised to note that factors affecting consumers' cognition and emotion are different. Scientists can extend findings on the effect of the amount of individual colors in a logo. This is one of the first works of research that examined the effect of logo color on brand recognition and has approached studying color in this way of averaging the amount of each of the additive primary colors. The external validity of the research is enhanced by testing the younger generation in their natural habitat of mobile phone environment.
... Another study about marketing, but this time more focused on brand logo, was developed by Ridgway and Myers [29], where they studied the perceptions of color used in fashion brand logos. They consider that the color used in marketing communications is a powerful tool that helps consumers to make inferences about fashion brands and assign personality traits to the brands. ...
Color is a characteristic of human visual perception that is present in everything. Color models are the way to represent the range of all possible colors that come from the color combination of the primary
colors of the model, like RGB model. However, colors are not just perceptions, they are connected to a psychological meaning influenced by culture, context and social factor. In this study, a 2D model of colors emotions classification was created based on the neurophysiological signals, picked up from BITalino device, and another 2D model of colors emotions classification based on users rating through two Self-Assessment Manikin scales (valence scale and arousal scale). Comparing both models we find that there is only one color, gray, to which the same emotion is attributed, the other colors have very different values of valence and arousal between models, even being assigned opposite emotions from one model to another, as it is the case of yellow, purple and orange. Furthermore, white, for instance, has been self-reportedly associated with peace but neurophysiological signals showed its relation with boredom, suggesting its use with caution in user interfaces. It was concluded that the classification of valence and arousal of colors by neurophysiological signals is more accurate and correct compared with self-reported emotion classification regarding color because the users opinion it can be influenced by the context and culture.
... It is recommended that prior to creating websites and social media content, a provider's marketing representatives should develop focus groups of luxury branding customers asking them about the features that would trigger emotional linkage with these platforms. The foundation to such a suggestion lies in the work of Ridgway & Myers (2014), who examined customers' perception of the quality of fashion products on grounds of the color of the logo. The authors suggest that blue, green, and purple colors represent competence, ruggedness, and sophistication respectively. ...
Digital environment no longer permits marketers' self-isolated practices into offline business contours. A tighter relationship of the provider-customer is even more evident in luxury brands, where rather than the quality of the product, the perceived experience (i.e., emotion) drives the purchasing decision and plays the mediating role to customer satisfaction. The risk that online environment does not permit development of such experience subsequently that failure awakening would increase and recovery would be an unmanageable issue, seems to keep luxury brands skeptical of online environment. While other industries are already taking inclusive advantage of multidimensional features inherited in the online medium, luxury brands are situated in the very initial stage of familiarizing with digital media. Subsequently, the phenomena lack theoretical explanation, particularly in context to failure and recovery. The current chapter discusses service failure and recovery strategy in luxury brands, aiming to bring conceptual insight to it.
... For example, through pastexperiences and cultural meanings, consumers also create associations in their unconscious minds between colors and what they represent. Ridgway and Myers (2014) found that when consumers viewed a blue logo for an apparel brand, they believed that the brand was competent, confident, successful, and reliable. ...
The purpose of this study was twofold: (a) to investigate a neural mechanism of apparel product attractiveness and (b) to compare consumers’ brain responses to apparel product attractiveness with their self-reported responses. Based on Davidson’s frontal asymmetry theory, the researchers explored whether hemispheric asymmetry actually exists when consumers view apparel products with different levels of attractiveness. A total of 34 right-handed college students participated in the electroencephalography experiment. Measurements were obtained by recording the electrical activity of the left and right frontal areas of the brain while subjects were viewing apparel products. Supporting Davidson’s theory, the researchers found that a statistically significant difference of frontal asymmetry exists between attractive and unattractive apparel products. The findings of this study suggest that the frontal asymmetry score can be an alternative way to measure consumers’ unconscious responses to apparel product attractiveness.
... Catering enterprise image design of the system has many large branches, the sign of catering enterprises in different branches in different forms to achieve unified visual effect, for catering enterprises mark form and the diversification of variability, which is we need to at the beginning of the design need to fully consider. Catering enterprise image design in certain conditions are required to keep pace with the times, assign of catering enterprises is through a variety of ways to spread, is not only a traditional two-dimensional plane now has developed into the three-dimensional way; this has put forward new requirements for the extension of the food and beverage enterprises [1][2][3]. ...
... In apparel-related disciplines, multiple theories and frameworks have been used to examine various aspects of the apparel product development process. Notable theories and frameworks include those related to target markets (Jin & Bennur, 2015;Ridgway & Myers, 2014), design (Carroll & Kincade, 2007;Park, 2014;Wong, 2012), sourcing (Mehrjoo & Pasek, in press), and production (Berg, Applebaum, Bailey, & Kalleberg, 2008;Yang, Kincade, & Chen-Yu, 2015). Some of these theories and frameworks were developed by apparel researchers (LaBat & Sokolowski, 1999;Lamb & Kallal, 1992;Watkins, 1988), while others have been adapted from the fields of behavioural science and business (Fishbein & Ajzen, 1975;Von Neumann & Morgenstern, 2007) to investigate apparel sourcing, supply chain, and consumer-related issues (Arunmuhil & Arumugam, 2013;Caro & de Albéniz, 2013;Lee, Udin, & Hassan, 2014;Nagurney, Yu, Masoumi, & Nagurney, 2013). ...
... In apparel-related disciplines, multiple theories and frameworks have been used to examine various aspects of the apparel product development process. Notable theories and frameworks include those related to target markets (Jin & Bennur, 2015; Ridgway & Myers, 2014), design (Carroll & Kincade, 2007; Park, 2014; Wong, 2012), sourcing (Mehrjoo & Pasek, in press ), and production (Berg, Applebaum, Bailey, & Kalleberg, 2008; Yang, Kincade, & Chen-Yu, 2015 ). Some of these theories and frameworks were developed by apparel researchers (LaBat & Sokolowski, 1999; Lamb & Kallal, 1992; Watkins, 1988), while others have been adapted from the fields of behavioural science and business (Fishbein & Ajzen, 1975; Von Neumann & Morgenstern, 2007) to investigate apparel sourcing, supply chain, and consumer-related issues (Arunmuhil & Arumugam, 2013; Caro & de Albéniz, 2013; Lee, Udin, & Hassan, 2014; Nagurney, Yu, Masoumi, & Nagurney, 2013). ...
This paper introduces and evaluates the new holistic model called Apparel Needs and Expectations (ANE) Model. The ANE Model provides a structure for evaluating the target customers ever-changing needs and expectations of apparel. The ANE Model can be used during the product development process to identify target customer's expectations of apparel features and during sales analysis to identify product related features which effected sales. Eighty-six students in apparel product development courses at two US universities evaluated the usefulness of the model. Students found the ANE Model a useful tool for new product development process and plan to use it in the future. This paper introduces further applications of this model in both academia and industry. Uses of the model include teaching in design and product development related courses, apparel research identification, target market evaluation, design of new products, and the examination of underperforming products in the market place.
... Aaker in1997 reported the first systematic study of the brand personality. There is an increasing interest about brand personality between scholars during past years (Aaker 1997, Arora and Stoner 2009, Austin et al. 2003, Ridgway and Myers 2014, Tunca 2014, Das 2014, Rutter et al. 2013, Das et al. 2012) and its necessity is more obvious than before. Customers sometimes anthropomorphize brands through endowing them all by personality traits and often marketers reinforce and create these mentioned perceptions by means of brand positioning. ...
... Heterosexual males rated females wearing red (relative to other chromatic colors) as more attractive Elliot and Niesta, 2008;Roberts et al., 2010;Stephen and McKeegan, 2010;Guéguen and Jacob, 2014;Lin, 2014 (cf. Lynn et al., in press;Stephen et al., 2012b) Color and Store/Company Evaluation Blue stores/logos have been shown to increase quality and trustworthiness appraisals Participants rated websites featuring blue (relative to green) as more trustworthy Yüksel, 2009;Lee and Rao, 2010;Alberts and van der Geest, 2011;Labrecque and Milne, 2012;Ridgway andMyers, 2014 (cf. Barli et al., 2006;Chebat and Morrin, 2007) Color and Eating/Drinking ...
In the past decade there has been increased interest in research on color and psychological functioning. Important advances have been made in theoretical work and empirical work, but there are also important weaknesses in both areas that must be addressed for the literature to continue to develop apace. In this article, I provide brief theoretical and empirical reviews of research in this area, in each instance beginning with a historical background and recent advancements, and proceeding to an evaluation focused on weaknesses that provide guidelines for future research. I conclude by reiterating that the literature on color and psychological functioning is at a nascent stage of development, and by recommending patience and prudence regarding conclusions about theory, findings, and real-world application.
... Aaker in1997 reported the first systematic study of the brand personality. There is an increasing interest about brand personality between scholars during past years (Aaker 1997, Arora and Stoner 2009, Austin et al. 2003, Ridgway and Myers 2014, Tunca 2014, Das 2014, Rutter et al. 2013, Das et al. 2012) and its necessity is more obvious than before. Customers sometimes anthropomorphize brands through endowing them all by personality traits and often marketers reinforce and create these mentioned perceptions by means of brand positioning. ...
It is becoming increasingly difficult to ignore the role of brand loyalty in today’s competitive market. Brand
loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have
accepted the range of benefits derived from it. Most firms attempt to measure satisfaction and loyalty for their
brand, this is because the vital view whether a product successful or failed are customer loyalty. But, they do not
think about vital influences to build satisfaction and loyalty. However, a major problem with this kind of effort is
that measuring satisfaction and loyalty does not tell anybody how to achieve it. One of essential strategies to
accomplish satisfaction and loyalty in branding strategy is brand personality. In the history of development
loyalty, brand personality has been thought of as a key factor in brand theory; it is become more significant for
companies. Recently, researchers have shown an increased interest in the impact of brand personality on brand
satisfaction and loyalty. Further, creating loyalty in today’s competitive market has become complicated due to
standard similarity in consumer perception of product quality, increase in variety of superior brands and
alternatives, low risk and high expectations of the customer's brand switching have completely changed. Based
on the above issues, the present study was designed to determine the effect of brand personality as an important
antecedent to brand loyalty in today's competitive market. The analysis is based on findings and theories from
the consumer personality psychology and consumer behavior literature. These results provide important insights
into the effects of brand personality in creating satisfaction and brand loyalty in order to have competitive
advantage in today market.
Keywords: Brand personality, Brand satisfaction, Brand loyalty, Competitive market.
Purpose
This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester.
Design/methodology/approach
The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester.
Findings
The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions.
Originality/value
A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.
Introduction The fact that we live in a consumer society causes us to face more brands. It is precisely at this point that more brands, more visual data and as a consequence more logos get imprinted into our minds. Considering Neuromarketing, those visual elements leave their marks on our brains through communicating with them. People, taking their personality traits and interests into consideration, adopt the objects they see or ignore and just imbed them into their subconscious mind. The goal of a company is to be imprinted into the mind of customers and create loyal customers attached to the company. Companies wishing to build customer loyalty take advantage of symbols expressing their own corporate image and identity. Therefore, companies make use of logos telling who they are and expressing their image. A logo can be defined as a symbol, graphic mark or colour and an important Neuromarketing and awareness tool revealing the character of a company. It appears that logo is an element, which is regarded important and creates "awareness" in the concept of competition. It would also be correct to explain logo as a mental projection because the visual input transferred from eyes to brain is recalled and imprinted into our minds where it is interpreted and perceived. The main issue important here is to answer the question: "What is the process of selecting the right logo?" Every company has its own character, marketing image, products and customer portfolio. It is therefore necessary for a logo to meet those differences. When the logo is considered as the visual face of a brand, it is the first sign customers see before they get acquainted with company's products/services. When we go through existent literature, logo is related to a variety of concepts ranging from creation of corporate identity and raising awareness to impact on brand attitude and changing buying behaviour of customers in different age groups. Although it is not possible to assert that logo is the only factor affecting all those concepts, much research conducted revealed its significant impact on them. The logo speeds up the decision-making process and helps customers to make quicker decisions especially when they feel undecided and have brand loyalty. It is necessary to acknowledge that the symbol which is expected to represent the brand image maybe for centuries should be selected after a right decision making process. A logo is not only a shape but also a symbol, which represents the image of a company, a place where customers and companies come together and make a difference in competition. In brief, this study aims to highlight the importance of logo selection for companies as it would affect company image for years and it is therefore necessary for successful companies to have successful logos.
The psychology of color and quality logo design often make certain products considered to have a good brand personality in the minds of consumers, on the other hand, a product that is improperly designed and choosing a low-quality logo color makes a product considered to have a low personality brand. Zunda is one of the superior products produced by micro-businesses in southern Bandung, to be precise, Gambung village, Pangalengan. Gambung tea plantation is located in Cisondari Village, Pasir Jambu Subdistrict, Pangalengan, Bandung Regency which is one of the areas with the best tea commodities in Indonesia, even to foreign markets. One of the businesses that have developed due to high demand is white tea products. The logo design and color selection of the tea product packaging logo from Gambung are still relatively simple and made from simple boxes or paper and simple branding so that expensive products seem cheap, and reduce the personality brand as well as product demand. This research purpose is to determine the color psychology and logo design can be strengthening the brand personality of the Zunda product., 120 respondents were taken randomly from the section. loyal consumer population in cafes in the city of Bandung.
This study aims to analyse the colours associated with Portuguese healthcare units and medical centres—namely the colour of their logo, through environmental colour mapping—and understand if the colour management choices match the desired perception of a healthcare unit and identify new colour combinations that can serve as a differentiation factor and simultaneously get the desired interpretation of the brand. The logos of 24 healthcare centres were randomly selected. The images were collected through the SNS web page dedicated to each facility and were later processed in Adobe Photoshop CC. The colours of each logo were catalogued and sorted according to their hue. It was observed that the majority of the colours used corresponded to blues and greens, which was to be expected considering their symbolism: stability, calm, relaxation, and serenity. Lastly, four new colour schemes were created, which, in addition to being differentiated from the previously identified schemes, are evocative of desirable characteristics for a brand associated with a healthcare unit.
The purpose of this study was twofold: identify potential topics of neuromarketing to advance fashion students’ understanding of marketing and consumer behaviour and evaluate how students’ experience and learning of neuromarketing topics. The paper describes the development and assessment of 13 learning modules in an online workshop on the topic of neuromarketing. A total of 92 students in 3 different fashion-merchandising courses completed the online workshop as part of their course requirements, and their learning outcomes were assessed based on Kirkpatrick’s model. This study determined that fashion students found learning neuromarketing to be helpful and enjoyable, and their understanding of fashion consumers was enhanced with new knowledge and ideas. The implications of this study address a broad range of neuromarketing topics that can be applied to fashion marketing and merchandising courses.
Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.
Logos as a visual cue can help firms communicate their unique identities and capture consumers’ attention. Despite the importance and prevalent use of logos, the logo literature remains fragmented. Hence, this article attempts to provide an overarching research framework based on an extensive and comprehensive review of the existing logo literature. Specifically, we review 124 studies published in business journals over the past 30 years, and classify them into six major research topics: 1) theoretical foundations, 2) logo design/redesign, 3) basic logo elements, 4) additional logo elements, 5) outcomes of logo use, and 6) practical applications of logo use. Finally, we suggest future research directions for academics and provide practitioners with guidelines that help manage logos for their businesses.
Digital media literature suggests that social media has eased the process of conceptualizing the customer, inclusive of their perception of fairness in the recovery provision. This is because individuals in social media reveal personal information and engage in online conversation and online communities. However, the inherited risk in social media such as the rapid spread of online negative word-of-mouth and the ease of switching behavior to other online providers no longer permits superficial understanding of customers' perception of failure-recovery experiences. Drawing on extant conceptual theories, the current chapter examines online failure and recovery strategies and argues that effective recovery strategies not only enhance the development of marketing communication programs but act as an effective tool for customer retention.
Bitcoin is an internet based crypto currency introduced in the world with the article "Bitcoin: Peer-to-
Peer Electronic Payment System" published by a person or group using the name of Satoshi-Nakamato
in 2008 and released as open source in 2009. In this system, the authorities and guarantors such as the
state and the central bank are not concerned with the supervision of this system. Bitcoin technology
works through a network that allows people to easily pay for a person anywhere in the world.
Therefore, it can be said that there is no possibility that the seller will charge unexpected costs or fees as
it is in other payment methods. The most important thing that distinguishes Bitcoin from real money is
that it allows people to make monetary transactions without disclosing their identities. The fact that
identity information is confidential and not under the control of an authority makes the system
attractive for all kinds of illegal financial transfers. In this study, after describing Bitcoin's definition and
historical development, we will conduct an analysis of the current state of money laundering, the
functioning of tax evasion, and how Bitcoin is used for money laundering and tax evasion.
Commodity in clearing method used in the exchange of goods and services has traveled via firstly to the
money then to the gold and silver to the gold coins from there and finally to the nominal money based
on trust and to the digital money and virtual money. The Internet, which has become indispensable in
recent times, has become an important place in commercial life with its increasing usage. This new
form of trade, called e-commerce and the rapid use of information technology, has quickly become
adopted and widespread.
The fact that Bitcoin emerged as a new currency was originally foreseen many years ago. In 1999,
Nobel Prize laureate economist Milton Friedman said that the invention of electronic money is
inevitable because of the widespread use of the internet and the development of technology, which is
independent of state control and facilitates trade between anonymous parties. After from this prediction
about 10 years, Satoshi Nakamoto introduced Bitcoin to the world in 2008 and gained popularity
beyond what was predicted (Koçoğlu vd., 2016:78).
Besides these Bitcoin constantly reveals the illegal events such as money laundering, tax evasion, drugs,
money transfer etc that the identity of those who deal with illegal events and the incomes from
transactions can not be determined. After the income is removed from the system, it is converted into
real money and transferred to bank accounts. However, since these bank accounts can not be tracked
and information about the source of income can not be obtained, it is not possible to ascertain the
income increase and calculate the taxation.
In this work will focus on Bitcoin's role in money laundering and tax evasion. In this context, firstly the
definition of Bitcoin and the historical process will be dealt with. Secondly, the functioning of money
laundering and tax evasion will be examined. Finally, the impact of Bitcoin on money laundering and
tax evasion will be addressed.
The Logo is an identity of the institution that to represent the history and the culture and as a promotion media to introducing the institution to the public. The Indonesian National Library has made new logo as a representation this library. This study aimed to find out the meaning of the Indonesian National Library the new logo by determining the symbols, meaning of the symbols, and meaning of the construction of the logo of the Indonesian National Library as the identity of the institution that emphasizes public service. This study used Charles Sanders Pierce's semiotic analysis method through the qualitative approach. Data collection techniques used in this study were observation and literature study. The results showed that the logo of the Indonesian National Library comprised symbols which symbolized star’s as natural light and the open books as library wealth. The second this symbols which symbolized the library as a life-long learning; books were the windows of the world, the light in educating the nation, the depth of knowledge, a progressive and advanced institution, an opening of mind and knowledge. Symbols that showed the meaning of the Indonesian National Library identity were graphic elements of books, stars, green, blue, and black colors. Symbols that did not describe a character were the graduations. In conclusion, the meaning of each sign is built into a single meaning that the Indonesian National Library as an institution which always prioritizes public service with graphic elements of open books and the Indonesian National Library new logo.
Empirical work on color and psychological functioning has a long history, dating back to the 19th century. This early research focused on five different areas: Arousal, physical strength, preference, time perception, and attention. In the present paper, I overview the relations observed in this early research, and detail methodological weaknesses therein. I then trace subsequent 20th and 21st century developments in these research areas, in terms of both content and methods. Finally, I extend the review to cover the full breadth of research in this domain of inquiry, and provide guidelines for interpreting existing work and conducting future work. Thus, this historically based review tells us much about research on color and psychological functioning, including where it started, where it has been, where it is, and where it can go.
Purpose
This paper aims to examine corporate logo as an effective means of communication, by synthesizing knowledge from various domains to explore its relationships with corporate image and reputation.
Design/methodology/approach
The data were gathered during seven in-depth interviews with UK communication/design consultancy agencies and experts, and four focus-group discussions were conducted with a total of 24 people (17 men and 7 women) to encourage a sufficient level of group interaction and discussion on corporate logo.
Findings
Findings reveal convergence in views concerning fundamental components of corporate logo among managers, employees and consumers. The categorization described herein provides a framework to further develop corporate logo to advance a favorable corporate image and corporate reputation.
Originality/value
Corporate logo has received little attention in marketing literature. This study extends current academic understanding about the role of corporate logo in strengthening the relationship between corporate image and corporate reputation. Therefore, this study makes a significant contribution toward the corporate logo, design and identity literature by developing the sphere of influence of the corporate logo and its antecedents and consequences. Its findings will be valuable for marketing decision-makers and practitioners who are engaged in improving the logo of any company, considering the perceptions of managers, employees and consumers about its reputation and image. Implications exist for marketing scholars, as well as for general and cross-functional managers involved in managing a company’s corporate visual identity, and marketing decision-makers.
The brands are the perceptual meeting points of the values, goals and promises of companies with the expectations of consumers. Developing brand personality is a key approach to create a strong bond between the consumers and the brand which comprises certain values and characteristics of a lifestyle, providing consumers a way for self-expression. Advertising strategies have an important contribution in the development of brand personality by creating a potential that strengthens the personal bond with the target groups. In accordance with differentiation strategies, this process is nourished by the demand for the match of inspiring human characters with the brands in the course of consumer experiences. Social media has become one of the most effective marketing environments in human history, and building the brand personality through social media has become a dominant strategic approach for brands. An effective social media strategy is achieved with an appropriate match of the contents and the communication platforms with respect to the nature of these platforms having their own functional constraints and own cultural tendencies. Fundamentally, trust has a determinative effect on the way the consumer perceives the advertisement from the very beginning. Therefore, companies need to prioritize trust in their corporate business strategies so that customers can approach ads and social media messages with a positive attitude.
Brand image is how a brand perceived by the customer. The brand image perception shaped by certain attributes of the company that has been delivered through Corporate Visual Identity (CVI). CVI is a visible elements of a brand, often regarded as one aspect that creates company’s image through logo or symbol. The purpose of this research was to determine the significant impact between shapes and colors used in logo design and customers’ brand perception in hotel industry. This research was done with quantitative method where the data was primarily collected through distributing the questionnaires. The data collecting process involves 100 respondents who reside in the Greater Jakarta Area. Multiple regression analysis in SPSS version 21.0 was used to analyze the data. The result of this research showed that both shapes and colors used in the logo have strong impact on how brand image perceived by the customers. Shapes of the logo influence the brand image perception with a percentage of 92.5%, while colors affect the brand image perception with a percentage of 92.4%. Based on the result, it can be concluded that applying certain shapes and colors in the logo design can help hotel industry to enhance the desired brand image and create a strong brand positioning in the market.
Under present market forces and strict competition, the IT firms have become more complex, dynamic and fast paced. In this competitive environment where there is a constant pressure to improve results, companies are always in the process of seeking ways to become more efficient, productive, flexible and innovative. As a result these organizations are characterized by long working hours, stressful deadlines and struggling employees to maintain work life balance. In this changing work environment, organizations are facing issues of stress and employee burnout on a large scale. HR managers are expected to come up with innovative practices that serve to motivate and retain talented workforce for sustainable competitive advantage.
The purpose of this study is to highlight the importance of work life balance and also to identify the impact of initiative taken by IT companies on the work life balance of employees.
Key Words: Work life balance, IT Company, Middle level managers, dimensions, Employee satisfaction
This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.
This paper examines the influence of brand personality on advertising response in fashion clothing branding context. Print ad stimuli of 30 fashion clothing brands with different nationalities and different expected personalities were evaluated by young students (16-25 years old) in terms of Brand Personality Scale of Aaker (1997). The self-congruence implications are discussed. From the brand builder perspective, some benchmarks brands were identified. The results should help the understanding of antecedents and consequences of brand personality processing.
This article explores the role that color can play in building brand meaning with two experiments. Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand. Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensorysocial products in sensory-social colors. Experiment 2 examines the effect of red and blue on brands of products that can be classified as both functional and sensory-social, and the ability of color to enhance a brand's desired image. When people know how brands are attempting to position themselves, people consider colors congruent with those positions to be more appropriate.
Purpose
In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready‐to‐wear sector from the perspective of Generation Y consumers.
Design/methodology/approach
The research employs a structural equation modeling method based on data collected from 564 individuals born between 1977 and 1994. Turkey is chosen as the context of the study based on the fact that the ready‐to‐wear sector is one of the leading sectors in the country and about 30 percent of the population are Generation Y consumers.
Findings
The findings of the study reveal that perceived quality has a direct positive effect on brand loyalty, suggesting appearance and product quality perception are critical in the preferences of Generation Y consumers. Personality congruence and brand prestige, on the other hand, have an indirect positive effect on brand loyalty with the mediation of appearance and product quality.
Practical implications
The practitioners in the sector should devote special attention to appearance quality together with product quality, and construct a high quality and prestigious brand image with the personality traits of sincerity, competence, and excitement.
Originality/value
This study has contributions to branding, ready‐to‐wear, and Generation Y literature combining several important dimensions into a structural model, and examines the interrelationships among these dimensions as well as their effect on brand loyalty.
This research explores whether the type font used to represent a brand name (such as in logos or packaging) influences consumers’ perceptions of the brand’s personality. Drawing on the semantic influence of type font framework, we conducted three experimental studies involving type fonts with a wide range of design characteristics: Study 1 shows that type font characteristics (naturalness, elaborate, harmony, flourish, and weight) influence brand personality perceptions (excitement, sincerity, sophistication, competence, and ruggedness). Type font naturalness, harmony, and flourish emerge as the most important type font characteristics evoking higher levels of most personality dimensions. Study 2 extends the research to new brand names and finds that the effect of naturalness in type font designs is a key driver to eliciting brand personality dimensions. Study 3 then explores whether type font characteristics and type font color interactively affect brand personality dimensions. Results show that the influence of type font color on brand personality perceptions is independent of the impact of the type font itself. These results provide initial guidelines for type font selection to achieve desired brand personality and raise questions for future research.
Purpose
This study attempts to identify the brand personality dimensions that American firms intend to create in the mind of online consumers by using “forms of online communications” partially based on Ghose and Dou's earlier study.
Design/methodology/approach
The operational definitions of brand personality stimuli are adopted from prior research on advertising creative strategies. A content analysis was conducted on 270 web sites created by 64 American brands in the USA, UK, France, Germany and Spain.
Findings
A principal component analysis identifies five underlying dimensions of brand personality stimuli: excitement, sophistication, affection, popularity, and competence. The principal forms of online communications consist of stakeholder relations, direct/indirect sales, choice functions, connectedness, orientation, and product positioning. Multiple regression analyses confirm that there are modest but consistent associations between the intended brand personality dimensions and the forms of online communications.
Research limitations/implications
The dimensions of brand personality stimuli are intrinsically traceable from the perspective of the creative advertising appeals that multinational corporations (MNCs) attempt to employ on their web sites.
Practical implications
This study provides a practical observation relating to whether MNCs are attempting to create a uniform set of brand personality dimensions across global markets.
Originality/value
The present study contributes to the literature by its attempt to classify brand personality stimuli in terms of the cognition versus affection framework.
Purpose
Fashion brand love is a central concept in the consumer‐brand relationship domain. Brand managers tend to create more lovable brands, e.g. McDonald's “I’m lovin it”. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand personality and brand image on brand love has not been investigated in any empirical research. This paper aims to address this gap by developing a causal model incorporating brand love, brand personality, brand image and word of mouth (WOM) to investigate the relationships among them.
Design/methodology/approach
Data were collected using a survey method and usable questionnaires were completed by 250 undergraduate students. Path analysis was used to test the hypotheses using AMOS 16.0.
Findings
Results revealed that only brand image is considered as a determinant of brand love that affects WOM along with brand personality.
Practical implications
Results provide detailed implications and a platform on which future research can be built.
Originality/value
The extant love research seems to be solely in the US context. To the best of the author's knowledge, this is the first study to investigate the concept of brand love outside the USA.
Because the brand now occupies a cornerstone position in marketing strategy, the concept of brand personality and its influence on consumer behaviour has emerged as a critically important research topic. Although a few initial explorations in this area document the effects of brand personality, questions about how and why it occurs remain. This paper attempts to replace this void with a cognitive theoretical perspective that borrows from associative memory formulations and anthropomorphism theory. A multi-method qualitative approach is used to triangulate the construct and explore this perspective in the consumer domain. Data provide support for the cognitive account of brand personality and suggest that: (1) brand personality is connected to many other brand associations in consumer memory and accessed through spreading activation; and (2) consumers embrace brands with strong, positive personalities because of a natural human tendency to anthropomorphise nonhuman objects. A discussion describes implications for brand managers generated by this research, and highlights additional complexities of brand personality that warrant further examination.Journal of Brand Management (2005) 13, 148-162; doi:10.1057/palgrave.bm.2540254
The main objective of this study is to empirically measure the Ford Brand Personality in Chile, using as a framework, the five-dimension Brand Personality scale developed by Aaker (1997). The study was carried out in two mid-sized cities in the central part of Chile. The confirmatory factor analysis of the measurement model and the analysis of the structural model provide evidence that the `ruggedness' dimension proposed by Aaker (1997) was not reliable, nor was it valid. Thus, it shows a weak relationship with the main construct, `Brand Personality'. Moreover, to achieve good measurement properties, the other four dimensions (excitement, sincerity, competence and sophistication) had to be refined up to a point where there was no problem with combining them to form one higher-order construct, namely `Brand Personality'. The refined scales exhibited reliability; and convergent/discriminant validity was supported. Among respondents, three segments were identified: the antagonists, the admirers and the cold-blooded. Marketing suggestions are offered for the positioning of the Ford brand in Chile.Corporate Reputation Review (2004) 7, 232-251; doi:10.1057/palgrave.crr.1540223
Typically, the research on the connotations of colors has presented isolated color samples to the participants, and/or restricted their responses to a limited set of alternatives (e.g., basic emotions). In the present study, the participants were asked to imagine their own examples of the target colors, thereby allowing the participants to select their own salient examples, including the context. In addition, a qualitative method, the semi-structured interview, was employed, giving them freedom to choose their own terms of description, and also identify issues which they themselves regarded as relevant. To a large extent, the results were consistent with previous research about the emotional significance and arousing effects of different colors. But this alternative approach also threw light upon more subtle connotations of colors, the multiple meanings of a single color, and also the participants' reasons for these connotations, ranging from individual experiences to cultural conventions and stereotypes. © 2008 Wiley Periodicals, Inc. Col Res Appl, 33, 406–410, 2008
This research assesses the relative impact of a long-term brand management instrument (brand personality) and a short-term marketing mix instrument (sales promotions) on brand equity formation. The authors measure consumer perceptions of promotional intensity and brand personality and model their impact on brand equity. They find a positive impact of brand personality and a negative impact of sales promotion intensity on brand equity at the aggregate level. In line with research that identifies varying consumer responses to promotional deals, this study posits that the relative impact of the two elements varies across consumer groups. Three homogeneous consumer groups differ according to the relative impact of brand personality and consumer promotions on brand equity, following an application of a finite mixture partial least squares procedure.
This research focuses on the impact that salesperson knowledge and empowering leader behaviors have on salesperson working smarter and working harder behaviors. In turn, we examine the impact of working harder and smarter on customer service, customer satisfaction, and ultimately, on sales performance. Moreover, we propose an interactive relationship, whereby the influences of leader empowering behaviors and salespersons' knowledge will be moderated by salespersons' experience. We tested our hypotheses using survey data from a sample of 175 sales people in the pharmaceutical field, along with external ratings of salespersons' knowledge from sales managers, customer ratings of sales satisfaction and service, and archival measures of salespersons' effort and performance. Results indicate that contrary to popular belief, employees with low levels of product/industry experience benefit the most from leader empowering behaviors. Also, we find that employees with lower levels of experience and higher levels of knowledge are more inclined to work harder. We conclude with directions for future research.
Since 1997, literature and research on the concept of brand personality is flourishing, and specific scales have gone widespread use in academic circles, unchallenged on their validity. Brand personality is certainly a key facet of a brand identity. However, as this paper will demonstrate, the current scales of brand personality in fact do not measure brand personality but merge altogether a number of dimensions of brand identity which need to be kept separate both on theoretical grounds and for practical use. Brand management theory and practice have nothing to gain from the present state of unchallenged conceptual confusion.
Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legiti- macy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relation- ship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains—brand loyalty and brand personality—are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers' lived experiences with their brands.
The present research proposes schema congruity as a theoretical basis for examining the effectiveness and consequences of product anthropomorphism. Results of two studies suggest that the ability of consumers to anthropomorphize a product and their consequent evaluation of that product depend on the extent to which that product is endowed with characteristics congruent with the proposed human schema. Furthermore, consumers' perception of the product as human mediates the influence of feature type on product evaluation. Results of a third study, however, show that the affective tag attached to the specific human schema moderates the evaluation but not the successful anthropomorphizing of the product. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..
This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting.
Fashion Branding Unraveled introduces and explains the concept of brand and the process of brand development. The book clarifies misconceptions, introduces new concepts, and proposes a step-by-step roadmap for developing an effective brand, all within the context of the fashion industry. Using an easy-to-understand approach, relevant examples, and case studies, it applies the theories and concepts covered, such as “mass customization” and “M-branding,” to a variety of industry segments, from luxury brands to private labels. The book includes an examination of the latest technologies, their applications, and—most important—their effects on the future of branding.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
For colleges and universities whose survival depends on external stakeholders, developing a strong brand should be an important component of their marketing strategy. University brand managers could benefit from developing a better understanding of how consumers interact with their brand in order to develop more effective recruiting material, advertisements, and other marketing efforts. The current study applies the concept of brand personality to university academic and athletic logos and examines subsequent relationships between the perceived brand personalities. Results of an online survey indicate that competence is a brand personality dimension mostly associated with academic logos, and excitement is the brand personality dimension mostly associated with athletic logos.
This study examined how strongly consumers’ evaluations of vertical and horizontal fashion brand extensions are influenced by perceived fit, brand familiarity and status consciousness. Data were collected from 187 female consumers aged 18 and older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression analyses revealed that brand familiarity was a positive predictor of vertical extension evaluation and that status consciousness was a positive predictor of the evaluations of both vertical and horizontal extensions. Perceived fit between the parent brand and the brand extension exhibited a positive effect on the evaluation of horizontal extension but a negative effect on the evaluation of vertical extension. Further, perceived fit moderated the relationship between status consciousness and overall evaluations of both extensions.
Corporate visual identity helps establish and maintain a company's corporate image, of which the colour and design of a company's logo is central. This study examines the triadic relationship between colour, design and the evoked meanings of logos to understand how these contribute to building a consistent corporate image. Results strongly indicate that consumers make clear judgements about the image of a firm from the logo design and have strong opinions about which colours are appropriate for different corporate images.
The Lüscher colour test is used to compare colour
associations in China, South Korea, Japan and the United States.
Respondents were asked which colour they associate with words such as
expensive, happy, love and dependable. They were also asked to relate
the colours to countries, such as Italy and France; institutions, such
as restaurants and theatres; and product packages, such as a soft drink
label and a box of headache remedy. The findings show that, while some
colours seem to show cross-cultural consistency, other colours, such as
purple and grey, hold opposite meanings in different cultures.
Purpose
The importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals effectively, knowledge about consumer psychology is important so that manufacturers understand consumer response to their packages. this paper aims to investigate this issue.
Design/methodology/approach
The paper examines these issues using a conjoint study among consumers for packaged food products in Thailand, which is a very competitive packaged food products market.
Findings
The conjoint results indicate that perceptions about packaging technology (portraying convenience) play the most important role overall in consumer likelihood to buy.
Research limitations/implications
There is strong segmentation in which packaging elements consumers consider most important. Some consumers are mostly oriented toward the visual aesthetics, while a small segment focuses on product detail on the label.
Originality/value
Segmentation variables based on packaging response can provide very useful information to help marketers maximize the package's impact.
Purpose
Previous research has focused on how trustworthiness can be evoked by the physical design of on‐screen characters (OSCs) within the e‐commerce interface. The purpose of this study is to investigate whether or not the OSCs representation, along with user differences, influence, how likeable, appropriate and trustworthy they are.
Design/methodology/approach
A web site was created for a simulated online bookseller and 183 people from various countries participated in the experiments. OSC representations were tested under four conditions in the main experiment: facial appearance (human‐like vs cartoon‐like) and gender (male vs female).
Findings
The results suggest that the human‐like characters are more likeable, appropriate and trustworthy in general terms. However, when perceived capabilities of OSCs are measured, a mismatch can occur between expectations and capabilities of the human‐like OSCs. In fact, cartoon‐like OSCs, especially female, had more positive effects on the web site interface.
Research limitations/implications
This study was limited to simulations of on‐screen scenarios. Future work, with access to the huge database required, could investigate the effects of truly interactive OSCs. Larger national sub‐samples would permit generalisations about cross‐cultural differences.
Practical implications
For e‐tailers and web designers, this study suggests critical design variables and response‐moderating variables that mediate the effects of OSCs in e‐retailing. It helps to understand customers' interaction needs in establishing and maintaining para‐social relationships, potentially increasing purchase intentions and persuasion.
Originality/value
The efficacy of different representations of OSCs to retail situations has been little investigated previously; this study measured how likeable, appropriate and trustworthy different OSC design formats are to different customer types.
Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color literature to help understand consumer color choices. Specifically, the principles of classical conditioning, a form of associative learning, will be used to make suggestions to practitioners who wish to create or change color associations for their products. The implications of the findings from the color literature are discussed.
Apparel brands are heavily reliant on emotional appeal and creation of imagery to achieve consumer recognition and interest. This study examines how US female consumers compare and form impressions of competing national apparel brands. More specifically, this study examines consumer perceptions of five brand personality traits for various apparel brands and the relationship between brand personality and brand preference. Findings from this study show that although personality expectations for apparel brands differ, brands with favourable brand attitude have favourable competent ratings. Also, for brands with similar personality patterns, similarities could be found for such characteristics as product lines offered, brand image, retailing format, etc.
The degree to which colors are associated with mood-tones was studied by presenting 94 Ss with eight stimulus colors and a list of eleven moods, the word selections of which had been unanimously agreed upon by four judges. It was found that certain colors were chosen to "go with" each mood-tone significantly more frequently than the remaining colors. No significant sex differences in color-mood associations were found. Factors possibly contributing to color-mood associations are discussed. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the Big Five dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
Should a marketer adopt a pancultural or a culture-specific approach in using colour in marketing? Colours exercise powerful effects and induce reactions based on both instincts and associations. Colours alter the meanings of objects or situations with which they are associated and colour preferences can predict consumer behavior. This article reviews the psychological and sociocultural associations and meanings of colour(s) in a cross-cultural marketing perspective, and outlines its role as a marketing cue. For the cultural values, marketing objectives and desired customer relationship levels influence the choice of colour in corporate and marketing communications, it is argued that a cross-cultural perspective of colour research and application is imperative for developing global marketing strategies.
http://www.tandfonline.com/doi/abs/10.1080/13527260500247827#preview
The associations of age, sex, and matching types with color and product-function were examined in a real-world product scenario (shampoo) among 128 volunteers (M age = 29.3 yr.; SD = 15.6). A pilot study identified eight popular colors and eight product-functions. The association between color and product-function was explored in the main sample. Responses suggested seven pairings of color/product-functions: Red/Hot oil treatment, Yellow/Bright and shiny hair, Green/Herbal extracts, Blue/Deep cleaning, Purple/Soothing, Black/Antiseptic, and White/Anti-dandruff. Analyses indicated that adult participants required more repetitions for retention, as did memorization with random pairing compared to participant-selected pairings. There were statistically significant correlations of responses to colors and product functions. With known color/product-function associations, manufacturers might promote their products more effectively. It is suggested that the associations might be sex- or culture-specific.
Brand identity complements brand equity and it forms an important part of the strategic management of brands. Identity elements include a well-known brand name, logo, font type, symbols, colour, shape, as well as unique product and benefit descriptions. These different elements can contribute to distinct consumer perceptions of various brands in the marketplace and help to differentiate brands from competitors. Brand managers need to start with a vision of what they want their brand to represent and then use the appropriate identity elements to build the brand. Some brand identity components may be influential to choice at the subconscious level of consumers, and therefore the understanding of individual psychological processes of perception and social meaning is required by brand managers.
Brand personality has been defined as the human characteristics or traits that can be attributed to a brand. Corporate brand personality is a form of brand personality specific to a corporate brand. Unlike a product brand personality that typically relates to consumers and user imagery for a specific product brand, a corporate brand personality can be defined in terms of the human characteristics or traits of the employees of the corporation as a whole. A corporate brand personality will reflect the values, words, and actions of all employees of the corporation. A successful 21st century firm must carefully manage its corporate brand personality. The three core dimensions of corporate brand personality and two traits for each dimension that are crucial for marketplace success are outlined as Passionate and Compassionate (Heart), Creative and Disciplined (Mind) and Agile and Collaborative (Body). These traits have an interactive effect such that the effects of one trait can be enhanced by the existence of another.Journal of Brand Management (2006) 14, 74–81. doi:10.1057/palgrave.bm.2550055
Contiene: 0) Introducción. 1) Definiciones: El color en su contexto; La teoría del color; Sistemas de color; La creación del color. 2) La vida en color: Tendencias cromáticas; El color en la vivienda; El color en la arquitectura; El color en la fotografía; El color en el cine; El color en el arte. 3) Diseñar en color: La composición cromática; El color en la edición; El color en las tiendas; El color en las marcas y la publicidad; El color en Internet. 4) El color digital: Diseños para la pantalla; Capturar el color; Imprimir en color; La visualización del color; La manipulación de la imagen; Dibujo lineal en color. Glosario.
Four groups (two male and two female) were asked to respond to a number of concepts with the first color that came to mind. Results led to the following conclusions: (a) We replicated Byrnes' (1983) findings that indicated that there is a definite color association among children to stimuli; (b) there was no significant difference between the responses of the male children and those of the female children; (c) two opposing findings concerning the perceived valence of colors were both supported by the data; and (d) we found that emotionally loaded stimuli evoked similar responses from males and females, whereas neutral stimuli elicited different responses.
The color-emotion associations of undergraduate students were analyzed. Twenty men and 20 women were asked to complete a self-administered questionnaire in which they listed their favorite color, the major color they were wearing, their emotional responses to colors, and the reasons for their choices. Responses showed that bright colors elicited mainly positive emotional associations, and dark colors elicited mainly negative emotional associations. Women responded more positively than men to bright colors, and they also responded more negatively to dark colors. Comparisons are made between the color-emotion associations of children and those of adults. The reasons for the color-emotion associations are discussed.
The scientific study of associative learning began nearly 100 years ago with the pioneering studies of Thorndike and Pavlov, and it continues today as an active area of research and theory. Associative learning should be the foundation for our understanding of other forms of behavior and cognition in human and nonhuman animals. The laws of associative learning are complex, and many modern theorists posit the involvement of attention, memory, and information processing in such basic conditioning phenomena as overshadowing and blocking, and the effects of stimulus preexposure on later conditioning. An unresolved problem for learning theory is distinguishing the formation of associations from their behavioral expression. This and other problems will occupy future generations of behavioral scientists interested in the experimental investigation of associative learning. Neuroscientists and cognitive scientists will both contribute to and benefit from that effort in the next 100 years of inquiry.
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1984, Plummer develops the theory that it is the brand personality (the part of a brand image that is not purely physical or functional) that determines its appeal - and that measuring and adjusting consumer perceptions of brand personality can really make a difference. He uses Dr Pepper as a case study.
Marketing to teenagers: The influence of color, ethnicity, and gender
- O Akcay
Akcay, O. (2012). Marketing to teenagers: The influence of color, ethnicity, and gender. International Journal of Business and Social Science, 3(22), 10–18.
The brand person-ality component of brand goodwill: Some antecedents and consequences Brand equity and advertising: Advertising's role in building strong brands Hillsdale Color psychology and color therapy The interactive effects of colors and products on perceptions of brand logo appropri-ateness
- R Batra
- D Lehmann
- D Singh
Batra, R., Lehmann, D., & Singh, D. (1993). The brand person-ality component of brand goodwill: Some antecedents and consequences. In D. Aaker & A. Biel (Eds.), Brand equity and advertising: Advertising's role in building strong brands (pp. 83–96). Hillsdale: Lawrence Erlbaum Associates. Birren, F. (1950). Color psychology and color therapy. New York: McGraw-Hill Book. Bottomley, P. A., & Doyle, J. R. (2006). The interactive effects of colors and products on perceptions of brand logo appropri-ateness. Marketing Theory, 6(63), 63–83.
Spring 2011 fashion trend: The color yellow [Electronic version
- S Wasserman
Wasserman, S. (2010, October 26). Spring 2011 fashion trend: The color yellow [Electronic version]. Elle. Retrieved September 3, 2012 from http://www.elle.com/fashion/spotlight/spring-2011-fashion-trend-the-color-yellow-513896.
Color, environment, and human response
- F H Mahnke
Mahnke, F. H. (1996). Color, environment, and human response. New York: Van Nostrand Reinhold.
Building bonds between the brand and the customer by creating and managing brand personality. Presentation at the Marketing Science Insti-tute Conference on Brand Equity and the Marketing Mix: Creating Customer Value Conditioned reflexes
- J Olsen
- D E Allen
Olsen, J., & Allen, D. E. (1995, March). Building bonds between the brand and the customer by creating and managing brand personality. Presentation at the Marketing Science Insti-tute Conference on Brand Equity and the Marketing Mix: Creating Customer Value, Tucson, AZ. Pavlov, I. P. (1927). Conditioned reflexes. London: Oxford Uni-versity Press.