色彩营销理论最英文文献翻译.docVIP

Abstract. 摘要 This article explores the role that color can play in building brand meaning with two experiments. 本文通过两个实验，来探讨颜色在构建品牌意义方面所发挥的作用。 Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand. 我们论证了，在没有前提条件的情况下，为一个品牌（商标）选择一个合适的颜色，能带来内在和直观的品牌价值。 Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensory social products in sensory-social colors. 实验1探讨了一致性的概念，表明功能型产品的商标更适合使用功能型色彩，而社交感知型产品则适合使用社交感知型的色