Colors and Brand Personality: Shades of Blue for Competent Cosmetic Brands

European Working Group 'Multiple Criteria Decision Aiding' Series 3, nº36, Fall 2017

4 Pages Posted: 6 Dec 2017

See all articles by Mohammad Ghaderi

Mohammad Ghaderi

Universitat Pompeu Fabra - Department of Economics and Business

Núria Agell

ESADE Business School

Date Written: 2017

Abstract

This study attempts to gain a deeper understanding of the complex relationship between the brand color and brand personality perception by the customers. Combining data from a survey with accurate measurement of brand colors, a disaggregation analysis has been employed to identify how each component of brand color (hue, saturation, and brightness) can form customers’ perception of a brand personality, also to discover the relative contribution of each component in such perception.

Keywords: Branding, Colour, Decision Analysis, Perception

Suggested Citation

Ghaderi, Mohammad and Agell, Núria, Colors and Brand Personality: Shades of Blue for Competent Cosmetic Brands (2017). European Working Group 'Multiple Criteria Decision Aiding' Series 3, nº36, Fall 2017. Available at SSRN: https://ssrn.com/abstract=3083476

Mohammad Ghaderi (Contact Author)

Universitat Pompeu Fabra - Department of Economics and Business ( email )

Barcelona
Spain

Núria Agell

ESADE Business School ( email )

Av. de Pedralbes, 60-62
Barcelona, 08034
Spain

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