Full metadata
Title
Color and brand personality traits: measuring associations using pathfinder associative networks
Description
Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that such patterns exist, although the exact associations are difficult to predict. If such patterns are found, they can assist in creating a valuable design tool with wide range of applications in product design, manufacturing, and marketing.
Date Created
2017
Contributors
- Toteva, Maya (Author)
- Branaghan, Russell (Thesis advisor)
- Gray, Rob (Committee member)
- Craig, Scotty (Committee member)
- Arizona State University (Publisher)
Topical Subject
Resource Type
Extent
80 pages : illustrations (some color)
Language
eng
Copyright Statement
In Copyright
Primary Member of
Peer-reviewed
No
Open Access
No
Handle
https://hdl.handle.net/2286/R.I.46338
Statement of Responsibility
by Maya Toteva
Description Source
Viewed on December 22, 2020
Level of coding
full
Note
thesis
Partial requirement for: M.S., Arizona State University, 2017
bibliography
Includes bibliographical references (pages 33-38)
Field of study: Human Systems Engineering
System Created
- 2018-02-01 07:12:56
System Modified
- 2021-08-26 09:47:01
- 3 years 2 months ago
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