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: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Human Resources Management Academic Research Society (HRMARS)
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/116608/ http://psasir.upm.edu.my/id/eprint/116608/1/116608.pdf |
| _version_ | 1848867048841543680 |
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| author | Liang, Lyu Zainal Abidin, Sazrinee Shaari, Nazlina Yahaya, Mohd Faiz Jing, Lyu |
| author_facet | Liang, Lyu Zainal Abidin, Sazrinee Shaari, Nazlina Yahaya, Mohd Faiz Jing, Lyu |
| author_sort | Liang, Lyu |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | 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 systematic literature review was conducted, analyzing 228 articles from the Web of Science and Scopus databases, covering 2014–2024. Stringent inclusion and exclusion criteria were applied, selecting 37 key articles. These articles underwent a thematic review and synthesis to ensure depth and comprehensiveness. Findings – The study identifies five key mediating factors through which color influences purchase intention: brand image, brand attitude, consumer perception, color preference, and the combination of elements, including traffic light labels. These findings establish a strong empirical link from color to mediating factors and purchase intention. Research limitations – The review, covering only 37 articles from the Web of Science and Scopus, is not exhaustive. Time and resource constraints limited the search scope, excluding relevant studies from other databases. Additionally, subjective preferences, aesthetics, environmental factors, cultural background, and demographics, which affect perceptions of color and purchase intention, were not fully explored. Practical implications – The review provides theoretical insights for brand managers and designers, guiding the effective use of color in visual identity, packaging, and advertising. It offers design strategies to better achieve marketing goals. Originality/value – This study offers a recent, focused review on the impact of color on purchase intention, linking it to brand image, attitude, and consumer perception, and contributing to the development of a theoretical model connecting color with purchase intention. |
| first_indexed | 2025-11-15T14:30:18Z |
| format | Article |
| id | upm-116608 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:30:18Z |
| publishDate | 2024 |
| publisher | Human Resources Management Academic Research Society (HRMARS) |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1166082025-04-14T00:30:30Z http://psasir.upm.edu.my/id/eprint/116608/ A 10 years systematic review on corporate visual identity element color impact on purchase intention Liang, Lyu Zainal Abidin, Sazrinee Shaari, Nazlina Yahaya, Mohd Faiz Jing, Lyu 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 systematic literature review was conducted, analyzing 228 articles from the Web of Science and Scopus databases, covering 2014–2024. Stringent inclusion and exclusion criteria were applied, selecting 37 key articles. These articles underwent a thematic review and synthesis to ensure depth and comprehensiveness. Findings – The study identifies five key mediating factors through which color influences purchase intention: brand image, brand attitude, consumer perception, color preference, and the combination of elements, including traffic light labels. These findings establish a strong empirical link from color to mediating factors and purchase intention. Research limitations – The review, covering only 37 articles from the Web of Science and Scopus, is not exhaustive. Time and resource constraints limited the search scope, excluding relevant studies from other databases. Additionally, subjective preferences, aesthetics, environmental factors, cultural background, and demographics, which affect perceptions of color and purchase intention, were not fully explored. Practical implications – The review provides theoretical insights for brand managers and designers, guiding the effective use of color in visual identity, packaging, and advertising. It offers design strategies to better achieve marketing goals. Originality/value – This study offers a recent, focused review on the impact of color on purchase intention, linking it to brand image, attitude, and consumer perception, and contributing to the development of a theoretical model connecting color with purchase intention. Human Resources Management Academic Research Society (HRMARS) 2024-08-31 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/116608/1/116608.pdf Liang, Lyu and Zainal Abidin, Sazrinee and Shaari, Nazlina and Yahaya, Mohd Faiz and Jing, Lyu (2024) A 10 years systematic review on corporate visual identity element color impact on purchase intention. International Journal of Academic Research in Business and Social Sciences, 14 (8). pp. 3295-3344. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/22536/A-10-Years-Systematic-Review-on-Corporate-Visual-Identity-Element-Color-Impact-on-Purchase-Intention 10.6007/ijarbss/v14-i8/22536 |
| spellingShingle | Liang, Lyu Zainal Abidin, Sazrinee Shaari, Nazlina Yahaya, Mohd Faiz Jing, Lyu A 10 years systematic review on corporate visual identity element color impact on purchase intention |
| title | A 10 years systematic review on corporate visual identity element color impact on purchase intention |
| title_full | A 10 years systematic review on corporate visual identity element color impact on purchase intention |
| title_fullStr | A 10 years systematic review on corporate visual identity element color impact on purchase intention |
| title_full_unstemmed | A 10 years systematic review on corporate visual identity element color impact on purchase intention |
| title_short | A 10 years systematic review on corporate visual identity element color impact on purchase intention |
| title_sort | 10 years systematic review on corporate visual identity element color impact on purchase intention |
| url | http://psasir.upm.edu.my/id/eprint/116608/ http://psasir.upm.edu.my/id/eprint/116608/ http://psasir.upm.edu.my/id/eprint/116608/ http://psasir.upm.edu.my/id/eprint/116608/1/116608.pdf |