Measuring the Strength of Color Brand-Name Links: The Comparative Efficacy of Measurement Approaches

Jenni Romaniuk and Magda Nenycz -Thiel

This study provides a theoretically and empirically validated approach to measuring the strength of color as a brand-identity element.

Measuring the Strength of Color Brand-Name Links: The Comparative Efficacy of Measurement Approaches

Jenni Romaniuk and Magda Nenycz-Thiel

Ehrenberg-Bass Institute

Management slant

  • To measure the brand linkage strength of colors, marketers should provide respondents...

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