Abstract
This paper offers a conceptual framework which integrates all those variables that historically have been considered independently in the use of colour in advertising literature, with data pertaining to the importance attached by creative executives. The study examines this question in relation to particular product categories and across cultures (Britain and France). Cluster analyses are performed on the data to develop a taxonomy of colour effects objectives in advertising. The findings suggest that British and French advertising creative executives attach similar importance to different effects of colour use in print advertising per product category, apart from the case of specialty goods.
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Panigyrakis, G.G. (2015). Effect of Colour in Advertising: A Comparative Study of British and French Advertising Creative Executives. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_78
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DOI: https://doi.org/10.1007/978-3-319-17323-8_78
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