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Type of publication: research article
Type of publication (PDB): Straipsnis Clarivate Analytics Web of Science / Article in Clarivate Analytics Web of Science (S1)
Field of Science: Vadyba / Management (S003)
Author(s): Pilelienė, Lina;Grigaliūnaitė, Viktorija
Title: Colour temperature in advertising and its impact on consumer purchase intentions
Is part of: Oeconomia Copernicana. Torun : Nicolaus Copernicus university, 2017, Vol. 8, iss. 4
Extent: p. 667-679
Date: 2017
Note: e-ISSN 2353-1827
Keywords: Behaviour economics;Consumer behaviour;Structural equation modelling
Abstract: Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of ad-vertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce. Purpose of the article: Considering the intensifying competition in the retail sector, creat-ing attractive and stimulating advertisements becomes an important task for many organiza-tions. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions. Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature. Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour.[...]
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:1. Straipsniai / Articles
Universiteto mokslo publikacijos / University Research Publications

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