A Conceptual Study on Brand Logo Color Image Descriptors and Brand Personality Correspondence Based on KSCS

View at Publisher

Ask AI

Bookmark

Share

Key Points

This research aims to systematically organize color image descriptors based on the Korean Standard Color System (KSCS) and link them to brand personality dimensions.
Utilized Aaker's Brand Personality Scale as a theoretical framework.
Collected associative image language from 10 previous studies based on color categories.
Analyzed the collected image language by frequency and semantic similarity.
Identified 113 image descriptors and derived 61 representative descriptors.
Mapped the descriptors to five brand personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness.
Proposed a multi-dimensional interpretation structure for color-brand personality correspondence.

Answers are grounded in this paper and cite their sources.

Conceptual analysis reveals color-image correspondence affecting brand personality, suggesting new frameworks for future studies.

No abstract yet. The journal hasn't published one we can show.

No takes yet. Share an insight, caveat, or question.

Yang et al. (2026) studied this question.

View at Publisher

Ask AI

Bookmark

Share