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

Author
Ghaderi, M.; Ruiz, F.; Agell, N.
Type of activity
Journal article
Journal
Pattern recognition letters
Date of publication
2015-12-01
Volume
67
First page
11
Last page
18
DOI
https://doi.org/10.1016/j.patrec.2015.07.033 Open in new window
Project funding
APRENDIZAJE AUTOMATICO DE CAPACIDADES SENSORIALES MEDIANTE MAQUINAS DE SOPORTE VECTORIAL
URL
http://www.sciencedirect.com/science/article/pii/S0167865515001567 Open in new window
Abstract
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...
Keywords
Brand colour, Brand image, Colour, Multicriteria decision aid, Preference disaggregation, UTASTAR
Group of research
GREC - Knowledge Engineering Research Group
IDEAI-UPC - Intelligent Data Science and Artificial Intelligence Research Center

Participants