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스포츠 브랜드 로고에 대한 칼라마케팅전략이 구매의도에 미치는 영향: 브랜드 친숙도를 중심으로
Author
양홍위; 옥덕경; 송송미; 임충훈
Journal Title
한국체육과학회지
Publication Year
2020
Topics
Summary
This study examined the influence of color modification on sport brand logos on color attributes (identifiability, association, symbolism, and attractiveness) and analyzed the effect of brand familiarity and gender. Color modification decreased color attributes and purchase intention for familiar brands, but increased them for unfamiliar brands. A significant interaction effect between purchase intention and gender was found for highly familiar brands, with a greater decrease in purchase intention among men compared to women.
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