G10. 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. In this research, we propose that consumers’ self-view influences the effectiveness of analogous versus complementary color combinations. We suggest that consumers’ self-views would influence effectiveness of analogous versus complementary color combinations used in brand logos.
Eunmi Jeon and Myungwoo Nam (2018) ,"G10. the Effects of Self-Construal on Evaluations of Brand Logo Colors", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 911-911.
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Steven Shechter, University of British Columbia, Canada
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Michael Gibbert, Università della Svizzera Italiana
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