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The interactive effects of colors and products on perceptions of brand logo appropriateness

The interactive effects of colors and products on perceptions of brand logo appropriateness This article explores the role that color can play in building brand meaning with twoexperiments. Without prior conditioning, we demonstrate how an appropriately chosencolor 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 appropriatefor functional products to be presented in functional colors, and sensorysocialproducts in sensory-social colors. Experiment 2 examines the effect of red and blueon 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 peopleknow how brands are attempting to position themselves, people consider colorscongruent with those positions to be more appropriate. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Theory SAGE

The interactive effects of colors and products on perceptions of brand logo appropriateness

Marketing Theory , Volume 6 (1): 21 – Mar 1, 2006

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References (52)

Publisher
SAGE
Copyright
Copyright © by SAGE Publications
ISSN
1470-5931
eISSN
1741-301X
DOI
10.1177/1470593106061263
Publisher site
See Article on Publisher Site

Abstract

This article explores the role that color can play in building brand meaning with twoexperiments. Without prior conditioning, we demonstrate how an appropriately chosencolor 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 appropriatefor functional products to be presented in functional colors, and sensorysocialproducts in sensory-social colors. Experiment 2 examines the effect of red and blueon 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 peopleknow how brands are attempting to position themselves, people consider colorscongruent with those positions to be more appropriate.

Journal

Marketing TheorySAGE

Published: Mar 1, 2006

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