Spalvos suvokimo poveikis marketingo sprendimuose
The Influence of Color Perception on Marketing Decisions
Author(s): Laimona Šliburytė, Ilona SkėrytėSubject(s): Marketing / Advertising, Socio-Economic Research
Published by: Vytauto Didžiojo Universitetas
Keywords: Sensory marketing; Colour perception; Colour perception influencing factors; Colour perceptionin marketing decisions;
Summary/Abstract: The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2017
- Issue No: 77
- Page Range: 169-184
- Page Count: 16
- Language: Lithuanian
