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Color associations with masculine and feminine brand personality among Chinese consumers

Title:

Color associations with masculine and feminine brand personality among Chinese consumers

Zhang, Shuzhe (2015) Color associations with masculine and feminine brand personality among Chinese consumers. Masters thesis, Concordia University.

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Abstract

This research examines the association between color hue and brightness and consumers’ perceptions of masculine and feminine brand personality traits. As most research on color-brand personality associations has focused on the North American context, the current research extends this investigation to Chinese consumers. Building on the literature on color meaning and the gender dimensions of brand personality (i.e., brand masculinity and brand femininity), this research reports results from three empirical studies. Study 1 consisted of interviews exploring the classification of color hues in terms of masculine and feminine brand personality. Studies 2 and 3 examined the relation between color hue (Study 2) and color hue and brightness (Study 3) on consumers’ perceptions of masculine and feminine brand personality. Study 2 involved eleven color hues (red, orange, yellow, green, blue, purple, pink, white, black, brown, and gray) that were applied to fictitious brand logos adapted from prior research. Study 3 involved three color hues (red, green, purple) and three brightness levels. Participants rated each colored logo in terms of brand masculinity and brand femininity. Results suggest that red, orange, blue, black, and white are perceived as more masculine (than feminine), and that high levels of brightness tend to increase femininity—a result that was significant for the hue purple. This research concludes with a discussion of the theoretical contributions, limitations, managerial implications and future research.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Zhang, Shuzhe
Institution:Concordia University
Degree Name:M. Sc.
Program:Administration (Marketing option)
Date:13 April 2015
Thesis Supervisor(s):Grohmann, Bianca
Keywords:Color, brand personality, gender
ID Code:979896
Deposited By: SHUZHE ZHANG
Deposited On:13 Jul 2015 18:37
Last Modified:18 Jan 2018 17:50

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