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 - unrestricted
Recommended Citation
Crockett, Chelsi, "To Buy or Not to Buy: Consumer Purchase Behavior Based on Lifestyle Brand Logo Colors" (2020). Electronic Theses and Dissertations. Paper 3734. https://dc.etsu.edu/etd/3734
Copyright
Copyright by the authors.