Roses are red, violets are blue, sophisticated brands have a Tiffany Hue

the effect of iconic brand color priming on brand personality judgments

Stacey M. Baxter, Jasmina Ilicic, Alicia Kulczynski

Research output: Contribution to journalArticleResearchpeer-review

4 Citations (Scopus)

Abstract

Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is passive and dull, and blue is competent), we demonstrate an iconic (widely recognized and well-established) brand color associative priming process. Through three experiments, we show that the personality tied to an iconic brand color can be created by brand managers, learned by consumers, and leveraged by other brands. Study 1 provides evidence that consumers perceived the iconic Cadbury purple, as opposed to a generic purple color, as sincere, aligning with consumer perceptions of the brand. Study 2 shows that exposure to a brand color prime (Apple gray), compared to a generic gray, influences brand personality perceptions (i.e., excitement) for an unknown brand. In Study 3, a schema congruity brand color priming effect is observed, whereby brand color priming enhancement occurs only when a brand color prime is placed in a product category that is congruent. When the brand color prime is incongruent with the product category schema, the priming effect weakens. This research provides evidence that brand personality can be primed, or leveraged, through embedding iconic brand colors within brand communications.

Original languageEnglish
Pages (from-to)384-394
Number of pages11
JournalJournal of Brand Management
Volume25
Issue number4
DOIs
Publication statusPublished - Jul 2018

Keywords

  • Associations
  • Brand color
  • Brand personality
  • Priming
  • Schema congruity

Cite this

@article{2b7d9170b4a8404b97673a9b498a31cf,
title = "Roses are red, violets are blue, sophisticated brands have a Tiffany Hue: the effect of iconic brand color priming on brand personality judgments",
abstract = "Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is passive and dull, and blue is competent), we demonstrate an iconic (widely recognized and well-established) brand color associative priming process. Through three experiments, we show that the personality tied to an iconic brand color can be created by brand managers, learned by consumers, and leveraged by other brands. Study 1 provides evidence that consumers perceived the iconic Cadbury purple, as opposed to a generic purple color, as sincere, aligning with consumer perceptions of the brand. Study 2 shows that exposure to a brand color prime (Apple gray), compared to a generic gray, influences brand personality perceptions (i.e., excitement) for an unknown brand. In Study 3, a schema congruity brand color priming effect is observed, whereby brand color priming enhancement occurs only when a brand color prime is placed in a product category that is congruent. When the brand color prime is incongruent with the product category schema, the priming effect weakens. This research provides evidence that brand personality can be primed, or leveraged, through embedding iconic brand colors within brand communications.",
keywords = "Associations, Brand color, Brand personality, Priming, Schema congruity",
author = "Baxter, {Stacey M.} and Jasmina Ilicic and Alicia Kulczynski",
year = "2018",
month = "7",
doi = "10.1057/s41262-017-0086-9",
language = "English",
volume = "25",
pages = "384--394",
journal = "Journal of Brand Management",
issn = "1350-231X",
publisher = "Palgrave Macmillan",
number = "4",

}

Roses are red, violets are blue, sophisticated brands have a Tiffany Hue : the effect of iconic brand color priming on brand personality judgments. / Baxter, Stacey M.; Ilicic, Jasmina; Kulczynski, Alicia.

In: Journal of Brand Management, Vol. 25, No. 4, 07.2018, p. 384-394.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Roses are red, violets are blue, sophisticated brands have a Tiffany Hue

T2 - the effect of iconic brand color priming on brand personality judgments

AU - Baxter, Stacey M.

AU - Ilicic, Jasmina

AU - Kulczynski, Alicia

PY - 2018/7

Y1 - 2018/7

N2 - Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is passive and dull, and blue is competent), we demonstrate an iconic (widely recognized and well-established) brand color associative priming process. Through three experiments, we show that the personality tied to an iconic brand color can be created by brand managers, learned by consumers, and leveraged by other brands. Study 1 provides evidence that consumers perceived the iconic Cadbury purple, as opposed to a generic purple color, as sincere, aligning with consumer perceptions of the brand. Study 2 shows that exposure to a brand color prime (Apple gray), compared to a generic gray, influences brand personality perceptions (i.e., excitement) for an unknown brand. In Study 3, a schema congruity brand color priming effect is observed, whereby brand color priming enhancement occurs only when a brand color prime is placed in a product category that is congruent. When the brand color prime is incongruent with the product category schema, the priming effect weakens. This research provides evidence that brand personality can be primed, or leveraged, through embedding iconic brand colors within brand communications.

AB - Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality. Although previous research has examined generic color meanings (e.g., purple is exciting, gray is passive and dull, and blue is competent), we demonstrate an iconic (widely recognized and well-established) brand color associative priming process. Through three experiments, we show that the personality tied to an iconic brand color can be created by brand managers, learned by consumers, and leveraged by other brands. Study 1 provides evidence that consumers perceived the iconic Cadbury purple, as opposed to a generic purple color, as sincere, aligning with consumer perceptions of the brand. Study 2 shows that exposure to a brand color prime (Apple gray), compared to a generic gray, influences brand personality perceptions (i.e., excitement) for an unknown brand. In Study 3, a schema congruity brand color priming effect is observed, whereby brand color priming enhancement occurs only when a brand color prime is placed in a product category that is congruent. When the brand color prime is incongruent with the product category schema, the priming effect weakens. This research provides evidence that brand personality can be primed, or leveraged, through embedding iconic brand colors within brand communications.

KW - Associations

KW - Brand color

KW - Brand personality

KW - Priming

KW - Schema congruity

UR - http://www.scopus.com/inward/record.url?scp=85037741653&partnerID=8YFLogxK

U2 - 10.1057/s41262-017-0086-9

DO - 10.1057/s41262-017-0086-9

M3 - Article

VL - 25

SP - 384

EP - 394

JO - Journal of Brand Management

JF - Journal of Brand Management

SN - 1350-231X

IS - 4

ER -