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  • 1.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Al-Shaaban, Sarah
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Wallin, Emmy
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Sjöqvist, Sarah
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Colors in Marketing: A Study of Color Associations and Context (in) Dependence2015Inngår i: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, nr 3, s. 32-45Artikkel i tidsskrift (Fagfellevurdert)
    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.

  • 2.
    Amsteus, Martin
    et al.
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
    Lindgren, Victor
    Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för ekonomistyrning och logistik (ELO).
    Think Outside the Package: Context Congruence and Product Placement on Packaging2015Inngår i: International Journal of Academic Research in Business and Social Sciences, ISSN 2308-3816, E-ISSN 2222-6990, Vol. 6, nr 3, s. 72-81Artikkel i tidsskrift (Fagfellevurdert)
    Abstract [en]

    The purpose of this study is to examine the effect of context congruence on attitudes towards product placement on packaging. It is proposed that congruence-/-incongruence between the context (packaging) and the (product featured as a) product placement has an effect on the attitude towards the (product featured as a) product placement. The hypotheses were tested through Man-Witney U tests on a total of 238 respondents. The results show that a congruent context and an incongruent context impact attitudes towards a product placement differently. A congruent context does not influence attitudes towards a product placement, while an incongruent context influences attitudes towards a product placement negatively. Managers may want to consider using a congruent product package context rather than an incongruent one when placing a product.

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