A 10 years systematic review on corporate visual identity element color impact on purchase intention
Purpose – This study examines the impact of color on purchase intention, reviewing research from the past decade. The aim is to identify mediating variables between color and purchase intention and develop a theoretical model linking color to consumer responses. Design/methodology/approach – A syste...
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Human Resources Management Academic Research Society (HRMARS)
2024
|
| Online Access: | http://psasir.upm.edu.my/id/eprint/116608/ http://psasir.upm.edu.my/id/eprint/116608/1/116608.pdf |