브랜드The effects of colors on brand personality in advertising.

Kim, S., & Sung, Y. (2014). 

The effects of colors on brand personality in advertising.

The Journal Of Advertising And Marketing Research, Prieiga per internetą: http://www. japr. or. kr/index. php. 



Abstract 

This explorative research investigates the impact of visual elements in advertising, especially dominant colors, on brand personality. An experimental study was conducted to suggest the links between colors (red, yellow, green, blue, purple, and black; Munsell, 1966) and the five brand personality dimensions (Sincerity, Excitement, Competence, Sophistication, and Ruggedness; Aaker, 1997), and examine the effects of colors on building brand personality. The results suggest that yellow is strongly associated with both Sincerity and Excitement dimensions of brand personality. In addition, the results show that red increases competent, sophisticated, and rugged personality associations. The results support the idea that certain dominant colors in advertisements lead to the generation of a particular brand personality.