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Understanding the impact of brand colour on brand image: A preference disaggregation approach

Autor
Ghaderi, M.; Ruiz, F.; Agell, N.
Tipus d'activitat
Article en revista
Revista
Pattern recognition letters
Data de publicació
2015-12-01
Volum
67
Pàgina inicial
11
Pàgina final
18
DOI
https://doi.org/10.1016/j.patrec.2015.07.033 Obrir en finestra nova
Projecte finançador
APRENDIZAJE AUTOMATICO DE CAPACIDADES SENSORIALES MEDIANTE MAQUINAS DE SOPORTE VECTORIAL
URL
http://www.sciencedirect.com/science/article/pii/S0167865515001567 Obrir en finestra nova
Resum
What is the role that colour plays in perception of a brand by customers? How can we explore the cognitive role that colour plays in determining brand perception? To answer these questions we propose a preference disaggregation method based on multi-criteria decision aid. We identify the criteria aggregation model that underlies the global preference of a brand with respect to each brand image attribute. The proposed method is inspired by the well-known UTASTAR algorithm, but unlike the original...
Paraules clau
Brand colour, Brand image, Colour, Multicriteria decision aid, Preference disaggregation, UTASTAR
Grup de recerca
GREC - Grup de Recerca en Enginyeria del Coneixement
IDEAI-UPC Intelligent Data Science and Artificial Intelligence

Participants