Impact of Retail Color Combinations on Luxury Brand Perception: the Roles of Category Knowledge and Centrality of Visual Product Aesthetics

Eun-Jung Lee, Kookmin University, South Korea
JiYoung Cho, Kent State University, USA
3D-simulated renderings were developed as experimental stimuli, reflecting two in-store color combinations for distinct luxury levels (high versus low). The perceived luxury level of in-store color combinations significantly affected brand luxury images, while the effect partially varied by the levels of category knowledge and centrality of visual product aesthetics.
[ to cite ]:
Eun-Jung Lee and JiYoung Cho (2014) ,"Impact of Retail Color Combinations on Luxury Brand Perception: the Roles of Category Knowledge and Centrality of Visual Product Aesthetics", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 795-795.