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| Author: | Madden, T. J. Hewett, K. Roth, M. S. |
| Title: | Managing images in different cultures: a cross-national study of color meanings and preferences |
| Journal: | Journal of international marketing
2000 : VOL. 8:4, p. 90-107 |
| Index terms: | Corporate culture Corporate image Design management New products Brands |
| Language: | eng |
| Abstract: | Through an eight-country study, the authors explore consumers' preferences for different colors and color combinations. The results show cross-cultural patterns of both similarity and dissimilarity in color preferences and color meaning associations. |
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