Degree Name

MA (Master of Arts)

Program

Brand and Media Strategy

Date of Award

5-2020

Committee Chair or Co-Chairs

Susan Waters

Committee Members

Anthony Mitchell, Melanie Richards

Abstract

This research aims to examine the logos of lifestyle brands and explore whether certain logo colors elicit a purchase response in consumers. Color Theory and Impression Management Theory are examined alongside the idea of this study. Two-hundred-nine United States residents 18 years of age and older who are not color blind or color deficient participated in a voluntary online survey where they were presented with several differently colored lifestyle brand logos and then prompted to choose which color of lifestyle brand logo would prompt them to purchase a product from the brand in question. The variables of gender, age and, favorite color were also examined in the survey. Results from Qualtrics Survey Software and SPSS showed that even though an individual chose a certain color as their favorite color, that favorite color was not always the color they chose when choosing the preferred color of a lifestyle brand logo.

Document Type

Thesis - embargo

Copyright

Copyright by the authors.

Available for download on Saturday, April 06, 2024

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