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http://dx.doi.org/10.5762/KAIS.2014.15.1.144

A Relational Analysis among Color Marketing, Brand Charisma and Marketing Outcome  

Kim, Shine (Division of Liberal Arts & Teaching, Sungkyul University)
Kwon, Ki-Dae (Dept. of Channels & Logistics, Kongju National University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.1, 2014 , pp. 144-156 More about this Journal
Abstract
This study analyzes effects of color marketing on brand charisma and marketing outcomes, specifically focused on agricultural goods co brand. that is color marketing refers to the extent to which people like color marketing and consists of symbolization, association and discrimination, and so called variables of marketing outcome is defined as the extent to which a color evokes meaning (loyalty, satisfaction, and switching barrier of brand). We collected statistically usable data from 266 questionnaire respondents who live in national provinces and analyzed them with SPSS 20.0 and Amos 5.0 to achieve research's goals. Based on the past studies, a total of three hypothesis are addressed in the study. Analysis results revealed that, first, color marketing of symbolization and association had a positive impacts on brand charisma. Second, the survey found that symbolization has q positive influence on brand loyalty and satisfaction except for switching barrier, association had an effect on brand loyalty, and discrimination had an effect on brand satisfaction. Third, brand charisma had an effect on brand loyalty and satisfaction. specially switching cost had not meaning on all hypothesis by reason of do not fully understand meaning of switching barrier. Summary and strategy implication will be mention in conclusion.
Keywords
Brand Charisma; Color marketing; Marketing Outcomes;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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