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Color and brand personality traits: measuring associations using pathfinder associative networks

Description
Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains…

Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that such patterns exist, although the exact associations are difficult to predict. If such patterns are found, they can assist in creating a valuable design tool with wide range of applications in product design, manufacturing, and marketing.
ContributorsToteva, Maya (Author) / Branaghan, Russell (Thesis advisor) / Gray, Rob (Committee member) / Craig, Scotty (Committee member) / Arizona State University (Publisher)
Created2017
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Self-congruity, Preference, and Pathfinder: An Examination of News Media Outlet Knowledge Structures

Description
Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study…

Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study was able to both explore the personality associations of participants and observe if self-congruity, measured by the distance between the self-image node and a brand, is significantly related to participant preference for a brand. Self-congruity was found to be significantly related to preference. However, this relationship was mediated by participants’ fiscal and social orientation. Overall, using Pathfinder to generate associative networks and measure self-congruity could be a useful approach for understanding how people perceive and relate to different news media outlets.
ContributorsWillinger, Jacob T (Author) / Branaghan, Russel (Thesis advisor) / Craig, Scotty (Committee member) / Gray, Robert (Committee member) / Arizona State University (Publisher)
Created2018