淡江大學機構典藏:Item 987654321/77247
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    题名: The impact of color traits on corporate branding
    作者: Chang, Wei-lun;Lin, Hsieh-liang
    贡献者: 淡江大學企業管理學系
    关键词: Color traits;corporate branding;corporate identity;brand identity
    日期: 2010-11
    上传时间: 2012-06-14 09:20:12 (UTC+8)
    出版者: Lagos: Academic Journal
    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.
    關聯: African Journal of Business Management 4(15), pp.3344-3355
    显示于类别:[企業管理學系暨研究所] 期刊論文

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