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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/77247

    Title: The impact of color traits on corporate branding
    Authors: Chang, Wei-lun;Lin, Hsieh-liang
    Contributors: 淡江大學企業管理學系
    Keywords: Color traits;corporate branding;corporate identity;brand identity
    Date: 2010-11
    Issue Date: 2012-06-14 09:20:12 (UTC+8)
    Publisher: Lagos: Academic Journal
    Abstract: 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.
    Relation: African Journal of Business Management 4(15), pp.3344-3355
    Appears in Collections:[Graduate Institute & Department of Business Administration] Journal Article

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