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dc.contributor.advisorMyers, Betheng
dc.contributor.authorRidgway, Jessica Leeeng
dc.date.issued2011eng
dc.date.submitted2011 Springeng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on August 27, 2012).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionThesis advisor: Dr. Myerseng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionM.S. University of Missouri--Columbia 2011.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Textile and apparel management.eng
dc.description"May 2011"eng
dc.description.abstractThe goal of this study was to (1) determine if consumers will apply conventional color associations to hues when they are used in a brand's logo, (2) examine whether color affects consumers' perceptions of a brand's personality, and (3) to investigate whether consumers view a color as more appropriate for a logo when brand personality and color associations are congruent. The theories of anthropomorphism and associative learning theory are used to explain how consumers relate to brand, perceive brand personality, and form associations. Participants were recruited for the study through the technique of snowball sampling via Facebook. The survey was distributed over the course of two weeks and 184 usable responses were collected. Results indicate that all hypotheses are supported. Therefore, color in logos plays a significant role in the way in which the consumers perceive a brand's personality.eng
dc.format.extentvi, 93 pageseng
dc.identifier.urihttp://hdl.handle.net/10355/14966
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri-Columbia. Graduate School. Theses and Dissertationseng
dc.subjectconsumer perceptioneng
dc.subjectbrand personality scaleeng
dc.subjectanthropomorphismeng
dc.subjectbrand personalityeng
dc.titleBrand personality: consumer's perceptions of color used in brand logoseng
dc.typeThesiseng
thesis.degree.disciplineTextile and apparel management (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.S.eng


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