Developing Brand Personality Through Colour Construct – A ...

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Telenor 83% (581) Ufone 61% (427) Warid 94% (658) Zong 29% (203) Sophistication Mobilink 86% (602) Telenor 33% (231) Ufone 21% (147) Warid 14% (98) Zong 12% (84) Excitement Mobilink 26% (182) Telenor 23% (161) Ufone 99% (693) Warid 12% (84) Zong 88% (616) Table 4 presents a summary of the research results, wherein the brand colours of Mobilink, Telenor, Ufone, and Warid, communicate what these brands stand for, and their respective brand colours are also well-liked, generate positive feelings, and communicate what they stand for. Whereas, Zong’s brand colours are liked and to a certain extent generate positive feelings, hence they communicate what brand stands for. Table 4 presents a summary of the survey results on colour representation of different personality traits and how each correspond to the respective telecom brand under review. Table 5: Colour Representation of Personality Traits Variable Results Corresponding Brand BCISC 94% (658) Telenor RSWDH 76% (532) Warid OEDI 96% (672) Ufone PSSGC 98% (686) Mobilink In Table 5 above, 94% of the respondents agree with the statement that blue represents brand personality trait ‘competence’; 76% of the respondents agree with the statement that red represents ‘sincerity’; 96% of the respondents agree that orange represents ‘excitement’; and 98% of the respondents agree that purple represents ‘sophistication’. The third column in Table 5, places the brands which have the corresponding colours, as mentioned earlier. 4. Conclusion Based on the results of our findings presented in the previous section, we can conclude that Mobilink’s, Telenor’s, Ufone’s, and Warid’s brand colours are easily remembered and also communicates what it stands for; Zong’s brand colours are well liked, but they, alone do not
communicate what the brand stands for. Therefore, based on our research findings, the hypotheses presented earlier, are accepted: H1: Brand colour blue is associated with the personality trait, competence (intelligence, secure, & confident) - Accepted; H2: Brand colour purple is associated with personality trait, sophistication (glamorous, smooth, & charming) - Accepted; H3: Brand colour orange is associated with personality trait, excitement (daring, imaginative, & exciting) - Accepted; H4: Brand colour red is associated with personality trait, sincerity (wholesome, down-toearth, & honest) - Accepted. With this research paper, we hope to bring new insights on the current conceptualization and operationalization of the constructs, such as brand colour’s influence on brand personality. This research paper suggests that managers should understand that brand personality formation is a multifaceted phenomenon, since it is determined by more than one factor. In addition, the paper also suggests that managers should regularly assess the relationship between consumers and a brand’s identity, and how do the consumers associate different brand colours with different brand personality traits. References 1. Aaker, D.A. (1996), “Building strong brands”, New York, The Free Press. 2. Aaker, J. L. (1997), ‘Dimensions of brand personality’, Journal of Marketing Research, 34(3), 347–356. 3. Biel, A. L. (1993), ‘Converting image into equity’, In D. A. Aaker & A. L. Biel (Eds.), Brand equity and advertising: Advertising’s role in building strong brands (pp. 67–82). Hillsdale, NJ: Lawrence Erlbaum Associates. 4. Bosnjak, Michael, Mirta Galesic, and Tracy Tuten (2007), "Personality Determinants of Online Shopping: Explaining Online Purchase Intentions Using A Hierarchical Approach," Journal of Business Research, 60 (6), 597-605. 5. Childers, T.L. and Jass, J. (2002) ‘All Dressed Up With Something to Say: Effects of Typeface Semantic Associations on Brand Perceptions and Consumer Memory’, Journal of Consumer Psychology 12(2): 93–106. 6. Clarke, T. and Costall, A. (2008), ‘The Emotional Connotations of Color: A Qualitative Investigation’, Color Research and Application, Vol. 33, No. 5, 406-410. 7. Cooper, Mimi (1994), "The Color of Money May Actually Be Fuchsia," Direct Marketing, 34 (May), 66-67. 8. Diamantopoulos, Adamantios, Gareth Smith, and Ian Grime (2005), "The Impact of Brand Extensions on Brand Personality: Experimental Evidence," European Journal of Marketing, 39 (1/2), 129-149. 9. Eckman M, Damhorst ML, Kadolph SJ. (1990), “Toward a model of the in-store purchase decision process: consumer use of criteria for evaluating women’s apparel”, Clothing and Textiles Research Journal 8(2): 13–22. 10. Elliot AJ, Maier MA, Moller AC, Friedman R, Meinhardt J. (2007), “Color and psychological functioning: the effect of red on performance attainment”, Journal of Experimental Psychology: General 136(1): 154–168. 11. Freling, Trachi H. (2005), "An Examination of Brand Personality Through Methodological Triangulation," Brand Management, 13 (2), 148-162. 12. Freling, Trachi H. and Lukas P. Forbes (2005), "An Empirical Analysis of the Brand Personality Effect," Journal of Product & Brand Management, 14 (7), 404-413.
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