Developing Brand Personality Through Colour Construct – A ...

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.
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