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Colour and Furniture Brand Identity: Exploring the Strategic Value of Brand’s Iconic Colour

This research explores the intersection of colour marketing and brand identity, focusing on the role of iconic colour in furniture branding. A comprehensive framework for crafting a furniture brand’s iconic colour was developed, and structural equation modeling was used to analyze data from three of...

Ausführliche Beschreibung

Gespeichert in:
Hauptverfasser: Tingli Tang, Yushu Chen
Format: Artigo
Sprache:Inglês
Veröffentlicht: North Carolina State University 2024-03-01
Schriftenreihe:BioResources
Schlagworte:
colour marketing
brand marketing
brand identity
brand co-creation
furniture brand
Online-Zugang:https://ojs.cnr.ncsu.edu/index.php/BRJ/article/view/23389
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