期刊論文
| 學年 | 99 |
|---|---|
| 學期 | 1 |
| 出版（發表）日期 | 2010-11-01 |
| 作品名稱 | The impact of color traits on corporate branding |
| 作品名稱（其他語言） | |
| 著者 | Chang, Wei-lun; Lin, Hsieh-liang |
| 單位 | 淡江大學企業管理學系 |
| 出版者 | Lagos: Academic Journal |
| 著錄名稱、卷期、頁數 | African Journal of Business Management 4(15), pp.3344-3355 |
| 摘要 | Aristotle, a famous Greek philosopher, indicated that all perceptions are triggered by witness. Consumers have a first impression of sight memory for products within 0.67 seconds. The first impression dominates 67% of the purchasing process, which comes from colors. This research considers using colors to manifest corporate brand image and charm and believes that inappropriate usage of colors may confuse the corporate brand memory and image. This paper utilizes Birren’s Color Theory to identify each color trait and explore the consistency between color traits of the corporate brand and the vision and goal of corporate identity. The results reveal that color also guides consumers to recognize corporate brands and, corporate brand recognition and image improves purchase and profit. |
| 關鍵字 | Color traits;corporate branding;corporate identity;brand identity |
| 語言 | en |
| ISSN | 1993-8233 |
| 期刊性質 | 國外 |
| 收錄於 | SSCI |
| 產學合作 | |
| 通訊作者 | Chang, Wei-lun |
| 審稿制度 | |
| 國別 | NGA |
| 公開徵稿 | |
| 出版型式 | 電子版 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/77247 ) |