• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.15 no.1
• /
• pp.144-156
• /
• 2014

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.

• Journal of the Korea Society of Computer and Information
• /
• v.19 no.2
• /
• pp.117-124
• /
• 2014

In this paper, it aims to get an effective marketing strategy in terms of business by introducing combined social video and color marketing technique. The process of research will be implementing a stop motion technique video by combining a black and white video with an extracted color image and then, further investigates each process. The expected result is that the effects can contribute to the development and the activation of company or brand's social video marketing by using the new video production technique. From the perspective of a company, the technique can effect in a positive way. They can provide consistent message to customers (public) by the color effect which contain brand's core message.

• Science of Emotion and Sensibility
• /
• v.11 no.4
• /
• pp.599-612
• /
• 2008

Today, communication trend of financial brand has changed fast with more foreign financial brand's introduction, emerging financial brands through the openness. With the trend of changing, companies are introducing various marketing methods to differentiate its brand image. And color marketing becomes an important tool for the differentiation. However, except a few brands, brand color which expresses management character of a company is different from the customer's preferred color which is based on investors' investment tendency. This may be related to the brand Image which is final goal of communication. Therefore, this study suggests effective communication method between company and customers by analyzing preferred color of customers by their investment tendency and comparison analysis security firms' color marketing strategy. As a result, it was found that Roland Barthes symbolic meaning of colors is different from the symbolic meaning of the groups of investor tendency. For example, I assumed that aggressive investors preferred strong color like red or orange, but the survey result was far from my assumption. I hope this study can be a good foundation for logical and scientific marketing in communication between security companies and customers in more open market with introduction to the Capital Market Consolidation Act.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
• /
• 2002.11a
• /
• pp.74-78
• /
• 2002

소비의 패턴이 이성소비에서 감성소비로 전환되면서 오감이 중요한 마케팅 요소로 등장하고 있다. 특히 시각적 요소는 인간이 사물을 인지하는데 있어서 83%정도의 영향력을 발휘하기 때문에 매우 중요하게 고려된다. 따라서 본 연구는 Color Code를 토대로 사용자의 성격을 분류하고 동시에 사용자가 선호하는 색상을 이용하여 색채배색을 제안하는 방법을 설명하고 있는데 성격을 RED, BLUE, WHITE, YELLOW의 4개의 컬러코드로 분류하기 위해서 ‘The Hartman Color Code Personality Profil’을 이용하였다. 조사결과 사용자의 컬러코드 중 가장 많은 코드는 BLUE코드였으며 선호도도 가장 높았다. 이러한 BLUE 코드의 특징 중 색채와 대응할 수 있는 감성어휘를 중심으로 색채배색안을 제시하고 이를 주택상품의 컬러마케팅에 이용하고자 하는 것이 본 연구의 목표이다.

• Journal of Fashion Business
• /
• v.7 no.1
• /
• pp.55-71
• /
• 2003

The purpose of this research are to enhance the understanding of color marketing and to suggest future implementation strategy in the fashion industry. To do so, (1) the concept, requirements, tactics are discussed, (2) various cases are analyzed and key points of color marketing are suggested, (3) the current situation of color marketing and the problems are discussed, and (4) the future implementation strategies for the fashion industry are suggested.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
• /
• 2007.05a
• /
• pp.57-60
• /
• 2007

한국은 이미 2000년 7월 1일을 기준으로 65세 이상의 인구가 전체 인구의 7.1%를 차지해 고령화사회로 진입했다. 본 연구는 이들 고령인구(이하 실버세대)의 선행연구 되어있는 컬러선호도와 제품/상품의 관여도에 따른 실제 구입컬러의 차이를 요인과 함께 분석함으로써 실버산업의 가능성과 컬러마케팅의 효용성에 관하여 연구하였다. 본 연구는 향후 맞이 할 고령화 사회에서 소비의 주체로 떠오르게 될 실버세대와 기업과의 커뮤니케이션에 있어 중요한 데이터로 활용 될 수 있을 것이다.

• Proceedings of the Korea Society of Design Studies Conference
• /
• 2004.10a
• /
• pp.80-81
• /
• 2004

• Fashion & Textile Research Journal
• /
• v.6 no.1
• /
• pp.1-4
• /
• 2004

• The monthly packaging world
• /
• s.128
• /
• pp.101-109
• /
• 2003

• The Journal of the Korea Contents Association
• /
• v.12 no.5
• /
• pp.154-162
• /
• 2012

We can expect an effective color marketing to build up a positive industrial image as it is easy for consumer to approach due to the ability of colors to affect human consciousness and sub-consciousness more than any other factor. The purpose of this research is to draw attention to the importance of color communication and to find strategies to elevate the brand image by surveying the degree of influence color communication has when forming a brand image. In order to conduct effective research, we executed theoretical and collaborative analysis through research materials and documents. If you take a look at the outcome of this research, brands that brings credibility and likability to its customers are not brands that uses color communication, but brands that utilize marketing strategies that build up credibility for quite some time. Also, preference over colors are distinctive. It turned out to be that the color of a brand logo that one likes has very little to do with one's favorite color. When people choose a brand, they are choosing the brand not because of the color of the brand logo, but its credibility and likability that the brand offers. It proves that the color of the brand logo has nothing to do with the colors that people prefer. The relationship between the color that consumers prefer and the image and emotional color that forms brand image is negligible. However, since research shows that there was a relationship between the color you prefer and the emotional color that forms brand images, it seems to be important to figure out what color customers prefer rather than the color that shows customers' self image. Unlike existing color communication research, through this research, we would like to know how to utilize the color communication strategically in the forming of brand images and take a look at the relationship between customers' preferences and the image of each brand logo's emotional color.