The interactive effects of colors and products on perceptions of brand logo appropriateness

  title={The interactive effects of colors and products on perceptions of brand logo appropriateness},
  author={Paul A. Bottomley and John R. Doyle},
  journal={Marketing Theory},
  pages={63 - 83}
This article explores the role that color can play in building brand meaning with two experiments. Without prior conditioning, we demonstrate how an appropriately chosen color for a brand name (logo) can bring inherent and immediate value to a brand. Experiment 1 explores the notion of congruity, showing that it is more appropriate for functional products to be presented in functional colors, and sensorysocial products in sensory-social colors. Experiment 2 examines the effect of red and blue… 

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