The Effects of Self-Construal on Evaluations of Brand Logo Colors

The present research investigates the effectiveness of different types of color combinations on brand evaluations. Broadly, there are two different types of color combinations: analogous colors and complementary colors. Moreover, we propose that consumers’ self-construal influences the effectiveness of analogous versus complementary color combinations.


Eunmi Jeon and Myungwoo Nam (2018) ,"The Effects of Self-Construal on Evaluations of Brand Logo Colors", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 284-284.


Eunmi Jeon, Sungkyunkwan University, South Korea
Myungwoo Nam, Sungkyunkwan University, South Korea


E - European Advances in Consumer Research Volume 11 | 2018

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