色彩营销理论英文文献翻译.docVIP

Abstract. 摘要 This article explores the role that color can play in building brand meaningwith 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地作用. Without prior conditioning, we demonstrate how an appropriatelychosen color for a brand name (logo) can bring inherent and immediate valueto a brand. 我们论证了，在没有前提条件地情况下，为一个品牌（商标）选择一个合适地颜色，能带来内在和直观地品牌价值.文档来自于网络搜索 Experiment 1 explores the notion of congruity, showing that it is moreappropriate for functional products to be presented in functional colors, and sensorysocialproducts in sensory-social colors. 实验1探讨了一致性地概念，表明功能型产品地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