RT Journal Article
SR Electronic
T1 Measuring the Strength Of Color Brand-Name Links
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 313
OP 319
DO 10.2501/JAR-54-3-313-319
VO 54
IS 3
A1 Jenni Romaniuk
A1 Magda Nenycz-Thiel
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/3/313.abstract
AB This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element. The authors conducted a split sample test with 880 consumers across three categories: banking, chocolate, and hair care. Comparing four measurement approaches helped determine the effect of cuing with the brand versus color (cue direction) and prompting with response sets versus not prompting (difficulty of response). The key comparison measures were the number of people who linked the brand with color (fame) and the relative presence of competitor links (uniqueness). The color-cued, unprompted brand response measure is the recommended approach.