Zhang, Shuzhe (2015) Color associations with masculine and feminine brand personality among Chinese consumers. Masters thesis, Concordia University.
Preview |
Text (application/pdf)
2MBZhang_Msc_S2015.pdf - Accepted Version |
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 |
References:
Aaker, Jennifer L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (3), 347-356.Anonymous, (2013). How Macaron become famous among girls, Retrieved from http://www.7headlines.com/story/show/2084/
Anonymous, (2008). Whet your palate: colorful French macarons. Retrieved from http://www.colourlovers.com/blog/2008/01/21/whet-your-palate-colorful-french-macarons
Anonymous, (2013). HARAJUKU fashion. Retrieved from http://web-japan.org/trends/11_fashion/fas130819.html
Argent, David (2007). Design & color: Part I of II. Paper, Film and Foil Converter, 81(3), 14.
Allison, Galosich (1999). Brand beauties. National Provisioner, 213 (6), 66-70.
Akcay, Okan (2012). Marketing to teenagers: The influence of color, ethnicity and gender. International Journal of Business and Social Science, 3(22), 10-18.
Akcay, Okan, & Sun, Qian (2013). Cross-cultural analysis of gender difference in product color choice in global markets. Journal of International Business and Cultural Studies, 7, 1-12.
Birren, Faber (1956). Selling color to people. New York: University Books.
Brand Vista (2014). Retrieved from http://www.brandvista.com/
Berlin, Brent, & Kay, Paul (1969). Basic color terms: Their universality and evolution. Berkeley: University of California Press.
76
Cunningham, Sheila J., & Macrae, Neil C. (2011). The colour of gender stereotyping. British Journal of Psychology, 102, 598–614.
DuPont (2008). DuPont reports global color popularity ratings for vehicles. Asia Business Newsweekly, 113.
Elliot, Andrew J., & Maier, Markus (2014). Color psychology: effects of perceiving color on psychological functioning in humans. Annual Review of Psychology, 65, 95-120.
Funk, Debby, & Nelson, Oly Ndubisi (2006). Color and product choice: A study of gender roles. Management Research News, 29(1), 41-52.
Fraser, Tom, & Banks, Adam (2004). Designer's color manual: The complete guide to color theory and application. San Francisco: Chronicle Books.
Grohmann, Bianca (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46(1), 105-118.
Galosich, Allison (1999). Brand beauties. National Provisioner, 213(6), 66-70.
Gimba, J. Greg (1998). Color in marketing: Shades of meaning. Marketing News, 32(6), 6.
Guilford, Joy Paul (1934). The affective value of color as a function of hue, tint, and chroma. Journal of Experimental Psychology, June, 17:342-70.
Gollety, Mathilde., & Guichard, Nathalie (2011). The dilemma of flavor and color in the choice of packaging by children. Young Consumers, 12(1), 82-90.
Harajukustyle (2014). Retrieved from http://www.harajukustyle.net/
77
Harrington, Leslie J. (2006). Color strategy: Adding and extracting value leveraging color. (Order No. 3239061, Capella University). ProQuest Dissertations and Theses, 221-221 p.
Henderson, Pamela W., & Cote, Joseph A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14-30.
Interbrand Schechter (1994). Logo value survey. Proprietary research report.
Khouw, Natalia (1995). The meaning of color for gender, [online] Available: http://www.colormatters.com/khouw.html (March 20, 2008)
Khouw, Natalia (2002). The meaning of color for gender. Colors Matters – Research.
Klink, Richard R. (2003). Creating meaningful brands: The relationship between brand name and brand mark. Kluwer Academic Publishers,143-157.
Kent, Robert J., & Allen, Chris T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58, 97–105.
Labrecque, Lauren I., & Milne, George R. (2012). Exciting red and competent blue: The importance of color in marketing. Academy of Marketing Science Journal, 40(5), 711-727.
Lee, Simon., & (Chino) Rao, V. Srinivasan. (2010). Color and store choice in electronic commerce: The explanatory role of trust. Journal of Electronic Commerce Research, 11(2), 110-126.
Mofarah, Mona, Yazdandoust, Tahmtan, Zeinab, Sadat, Dadashi, Mohammed Taghi, & Banihashemian, Seyede Hakime (2013). How color affects marketing. Arabian Journal of Business and Management Review (Oman Chapter), 2(6), 163-171.
78
Mark, Fairchild (2004). Color appearance models: CIECAM02 and beyond. IS&T/SID 12th Color Imaging Conference.
Madden, Thomas J., Hewett, Kelly, & Roth, Martin S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of International Marketing, 8 (4), 90-107.
Niesta Kayser, Daniela, Elliot, Andrew J., & Feltman, Roger (2010). Red and romantic behavior in men viewing women. European Journal of Social Psychology, 40, 901–8.
O'Donnell, Edward, & Steven, Brown (2011). The effect of memory structure and function on consumers' perception and recall of marketing messages: A review of The memory research in marketing. Academy of Marketing Studies Journal, 15(1), 71-85.
O'Neill, Brendan (2008). Keeping color consistent. Flexible Packaging, 10(4), 28-29.
Plater, G. (1967). Adolescent preferences for fabric, color, and design on usual task. Unpublished master's thesis, Indiana State College, Terre Haute, Indiana.
PolyOne Corporation (2008). PolyOne expands reach in china with third color development center to serve customers in northern China and Korea. China Business Newsweekly, 33-38.
Qu, Xiaomeng (2013). Study on prohibitions of ancient Chinese costumes in black series. Asian Social Science, 9(15), 272-276.
Raizada, Sumesh (2012). Role of colors in consumer preferences. International Journal of Marketing and Technology, 2(4), 167-186.
79
Singh, Satyendra (2006). Impact of color on marketing. Management Decision, 44(6), 783-789.
Seckler, Valerie (2005). Branding at the color of speed. WWD, 189(8), 10.
Slaughter, Powell (2011). Living color. Home Furnishings Business 6, no. 8: 24-26, 28.
Schmitt, Bernd H., & Pan, Yigang (1994). Managing corporate and brand identities in the Asia-Pacific Region. California Management Review, 36(4), 32-32.
Silver, Clayton N. (1988). Sex and racial differences in color and number preferences. Perceptual and Motor Skills, 66 (February), 295-99.
Thomas, M. Cleland (1915). The Munsell color system: A practical description with suggestions for its use. Retrieved from http://www.applepainter.com/
Wikipedia, (2014). Munsell color system. Retrieved from http://en.wikipedia.org/wiki/Munsell_color_system
Walsh, Lynn, M., Toma, Ramses, B., Tuveson, Richard. V., & Sondhi, Lydia. (1990). Color preference and food choice among children. Journal of Psychology, 124(6), 645.
Wolf, L. (2008). Biological Color Preferences. Chemical & Engineering News, 86(46), 88.
Yoon, Carolyn, Angela H. Gutchess, Fred Feinberg, and Thad A. Polk (2006). A functional magnetic resonance imaging study of neural dissociations between brand and person judgment. Journal of Consumer Research, 33(1), 31-40.
Yang, Che-ming (2011). (Re)writing (hi)stories: Re-presenting the Gender/Class in the postcolonial Discourse/Condition of Zhang Yimou's movies and Wang Chen-Ho's novels. Asian Culture and History, 3(1), 67-72.
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.
Repository Staff Only: item control page
Download Statistics
Download Statistics