Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences
Madden, Hewett and Roth report an eight-country study of how consumers in different cultures interpret and prefer colours and colour combinations, finding both similar and differing meanings. When colours were matched to a product logo, some combinations were consistent in meaning and others complementary. The authors discuss how the findings can help keep brand and corporate images consistent across markets. Journal of International Marketing 8(4), 90-107, 2000.
Madden, Hewett and Roth report an eight-country study of how consumers in different cultures interpret and prefer colours and colour combinations, finding both similar and differing meanings. When colours were matched to a product logo, some combinations were consistent in meaning and others complementary. The authors discuss how the findings can help keep brand and corporate images consistent across markets. Journal of International Marketing 8(4), 90-107, 2000.
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Madden, T. J., Hewett, K., & Roth, M. S. (2000). Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences. Journal of International Marketing, 8(4), 90-107. doi:10.1509/jimk.8.4.90.19795 https://doi.org/10.1509/jimk.8.4.90.19795