The DOI matches its Crossref record; 31 of the 31 references it cites were found in a registry or an index.
The interactive effects of colors and products on perceptions of brand logo appropriateness
Abstract
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.
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Cites
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Keller, K. L. (1997) · Cited by 4,774
The language-as-fixed-effect fallacy: A critique of language statistics in psychological research
Clark, H. H. (1973) · Journal of Verbal Learning and Verbal Behavior · doi:10.1016/s0022-5371(73)80014-3 · Cited by 2,222
Strategic Brand Concept-Image Management
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986) · Journal of Marketing · doi:10.1177/002224298605000401 · Cited by 2,186
Varieties of Memory and Consciousness: Essays in Honour of Endel Tulving
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The Effect of Conceptual and Perceptual Fluency on Brand Evaluation
Lee, A. Y., & Labroo, A. A. (2004) · Journal of Marketing Research · doi:10.1509/jmkr.41.2.151.28665 · Cited by 902
A Cross-Cultural Study of the Affective Meanings of Color
Adams, F. M., & Osgood, C. E. (1973) · Journal of Cross-Cultural Psychology · doi:10.1177/002202217300400201 · Cited by 846
Environmental color, consumer feelings, and purchase likelihood
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Cited by
Exciting red and competent blue: the importance of color in marketing
Labrecque, L. I., & Milne, G. R. (2012) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-010-0245-y · Cited by 733
Spence, C., & Velasco, C. (2018) · Food Quality and Preference · doi:10.1016/j.foodqual.2018.03.008 · Cited by 177
Lorenzo-Romero, C., Constantinides, E., & Alarcón-del-Amo, M.-D.-C. (2013) · Journal of Internet Commerce · doi:10.1080/15332861.2013.763695 · Cited by 43
Metadata
- Authors
- Bottomley, P. A., & Doyle, J. R.
- Venue
- Marketing Theory
- Publisher
- SAGE Publications
- Published
- 2006-03
- Volume
- 6
- Issue
- 1
- Pages
- 63-83
- ISSN
- 1470-5931 (ISSN-L)
- 1741-301X
- OpenAlex
- W2157755950
- Cited by
- 293
- References
- 31
- FWCI
- 5.06
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
