The marketer's prismatic palette: Essays on the importance of color in marketing with implications for brand personality
Color is important not only in terms of aesthetics but also because it carries meanings that can influence affect and behavior. People’s daily experiences are saturated with color, however scant research focuses on the influence of color in marketing. Essay one of this dissertation offers a conceptu...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
2010
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI3409617 |