The Effects of Colors on Brand Personality in Advertising

Kim, Soojin; Sung, Yongjun

doi:10.14377/japr.2013.9.30.85

Cited by 2 publications

(3 citation statements)

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“…Respondents showed the degree of agreement with the statements in the questionnaire by using the five-point Likert scale (number 1 -I strongly disagree, number 5 -I strongly agree), which is one of the most commonly used methods for making valid conclusions in this type of research. Brand loyalty was measured on a four-item scale developed by Aaker (1996) and Ratchford (1987) and modified by Kim (1998) namely: 1. Whenever possible i choose my favorite brand, the price difference between individual brands affects my intention to buy my favorite brand; 2.…”

Section: Methodsmentioning

confidence: 99%

“…That is, these product categories are status symbols and reflect part of the consumer's personality. Because of that relationship between brand personality dimensions and consumer loyalty in the mobile phone and car market was a matter research of many foreign authors (Ahmed & Moosavi, 2013;Akin, 2017;Khani et al, 2013;Kim, 1998;Ha & Janda, 2012;Tonković-Pražić, 2021;Letukytėa & Urbonavičius, 2022;Širola & Gallopeni, 2020;Biloš & Turkalj, 2022). Unlike foreign practice, examples of such research are very rare in the Republic of Serbia.…”

Section: Introductionmentioning

confidence: 99%

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Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Stanković

Đukić

2022

Economic Themes

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Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar characteristics. If the characteristics of brands and the characteristics of consumers are more harmonized, consumers will be more loyal. Starting from the above, the aim of the author is to investigate the influence of brand personality dimensions on consumer loyalty to two groups of products: mobile phones and cars. The research was conducted on the territory of the Republic of Serbia. The results of the research are essential for brand management because they represent guidelines for undertaking certain activities in building brands with a leading position in the market.

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Section: Methodsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Stanković

Đukić

2022

Economic Themes

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“…Also, the correlation of high frequency vibrotactile stimuli and high saturation values can be found in various occasions in daily live e.g. (flashing) alarm displays/lights that use high saturation values to attract attention (Camgoz et al, 2001) or in advertising, where high saturation values are often used to attract attention, mostly by using high-frequency acoustic and visual stimuli (Sung et al, 2013). Considering the expectation effect (Yanagisawa et al, 2019) over time this compatibility affect could be established.…”

Section: Linear Correlation 411 Saturationmentioning

confidence: 99%

Investigating Crossmodal Correspondences Between Vibrotactile Stimuli and Colors

HORST,

HAYASHI,

KATO

et al. 2024

IJAE

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Recent advances in the field of human cognition development have led to increased interest in the study of crossmodal correspondences, which explore compatibility effects between different sensory modalities. While various crossmodal correspondence domains have received extensive attention, there remains a knowledge gap concerning the compatibility between visual and tactile sensory stimuli. This research aims to extend our understanding of how visual and tactile stimuli interrelate and influence each other. In our conducted experiment, participants were tasked with matching specific colors to vibrotactile stimuli and vice versa. Results reveal a robust correlation between high-frequency vibrotactile stimuli 30.00-43.10 Hz and high saturation values 0.6-0.72 within a hue range of 345-30°. Conversely, weak-frequency vibrotactile stimuli 0.00-15.00 Hz exhibited a correlation with low saturation values 0.15-0.36 within a hue range of 100-226°. These findings suggest that crossmodal correspondences are triggered by both tactile and visual stimuli.

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The Effects of Colors on Brand Personality in Advertising

Cited by 2 publications

References 0 publications

Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Investigating Crossmodal Correspondences Between Vibrotactile Stimuli and Colors

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