Construct · 1 fields · 1 citations

color in marketing: a standalone construct

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Marketing

how a brand's hue, saturation and lightness shape perceived brand personality, such as red with excitement and blue with competence.

In marketing, color in marketing refers to how a brand's hue, saturation and lightness shape perceived brand personality, such as red with excitement and blue with competence. This meaning comes from Labrecque (2011) in Journal of the Academy of Marketing Science.[1]

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Nearby constructs

brand personality4 names · 4 citationsjangle · a personality scale that measures image color4 fields · 5 citationsjingle · one word, four constructs competence5 fields · 5 citationsjingle · one word, five constructs

References

Labrecque, L. I., & Milne, G. R. (2011). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727. https://doi.org/10.1007/s11747-010-0245-y

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