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Colors in Marketing: A Study of Color Associations and Context (in) Dependence
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)In: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, no 3, 32-45 p.Article in journal (Refereed) Published
Abstract [en]

Mirroring an increasing awareness of the importance of colors, today marketing managers are paying increasing attention to the deployment of color in marketing as well as to the applicability of universal color associations. Two colors considered to carry several specific universal associations are blue and black. Consequently, the purpose of this study is to assess the contextual independence/dependence of consumers’ associations with the colors blue and black. Associative learning theory was deployed to specify the hypotheses. The hypotheses were tested through a paired sample t-test. The results show that the universal associations with the colors are different from the associations with the colors when they are displayed in a specific context. The implications for further research and limitations of the study are presented. Managers may want to consider the associations colors have in the specific context rather than relying on universal associations of colors.

Place, publisher, year, edition, pages
Center for Promoting Ideas , 2015. Vol. 6, no 3, 32-45 p.
Keyword [en]
color, associations, context, black, blue
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-46316OAI: oai:DiVA.org:lnu-46316DiVA: diva2:853757
Available from: 2015-09-15 Created: 2015-09-15 Last updated: 2017-02-17Bibliographically approved

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Amsteus, MartinAl-Shaaban, SarahWallin, EmmySjöqvist, Sarah
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • text
  • asciidoc
  • rtf