Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research
Author:
Affiliation:
1. Department of Marketing, College of BusinessUniversity of Rhode IslandKingstown Rhode Island
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21359
Reference35 articles.
1. The interactive effects of colors and products on perceptions of brand logo appropriateness
2. Briggs D.(2018).The dimensions of colour: Saturation. Retrieved from:http://www.huevaluechroma.com/017.php
3. What should we call this color? The influence of color‐naming on consumers' attitude toward the product
4. The two-dimensional impact of color on shopping
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