Exciting red and competent blue: The importance of color in marketing

Journal of the Academy of Marketing Science

Volumn 40, Issue 5, 2012, Pages 711-727

  Labrecque, Lauren I ^a   Milne, George R ^b  

^a NORTHERN ILLINOIS UNIVERSITY   (United States)

^b UNIVERSITY OF MASSACHUSETTS   (United States)

Author keywords

Aesthetics; Brand personality; Color; Logo design; Package design; Purchase intent

Indexed keywords

EID: 84864397535     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-010-0245-y     Document Type: Article

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