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스포츠 브랜드 로고에 대한 칼라마케팅전략이 구매의도에 미치는 영향: 브랜드 친숙도를 중심으로 : The Effect on Color Modification of Sport Brand Logo for Purchase Intention according to Brand Familiarity

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Authors

양홍위; 옥덕경; 송송미; 임충훈

Issue Date
2020
Publisher
한국체육과학회
Citation
한국체육과학회지, Vol.29 No.6, pp.423-446
Abstract
The purpose of this study was to examine the influence of color modification on sport brand logo in the aspects of four attributes of color (i.e., identifiability, association, symbolism, and attractiveness).
Also, we analyze the effect of color modification on sport brand logo as a function of the level of brand familiarity and gender. A total of 600 participants data was used in this study that adopted a repeated-measures experimental design in which subjects were randomly assigned to one of four experimental conditions.
When representative color is modified to opposite color from the original brand color for the familiar sport brand, the attributes of color (i.e., identifiability, association, symbolism, attractiveness) and purchase intention were decreased. With regard to the low familiarity brand, color attributes and purchase intention had significantly increased under the color modified condition. In addition, a significant interaction effect between purchase intention and gender was found only in the high familiarity brand group. Compared to womens purchase intentions, mens purchase intentions decreased to a greater degree, when the level of familiarity is high. The findings of the current study add to the understanding of the effects of color marketing on consumers perceptions of a sport brand and on subsequent purchase intentions. Also, the results indicated that the effects of color marketing were dependent on brand familiarity and the effects varied according to gender.
ISSN
1226-0258
URI
https://hdl.handle.net/10371/189362
DOI
https://doi.org/10.35159/kjss.2020.12.29.6.423
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