The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions
Thesis title: | The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions |
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Author: | Maier, Alissa |
Thesis type: | Diploma thesis |
Supervisor: | Karlíček, Miroslav |
Opponents: | Keprta, Jan |
Thesis language: | English |
Abstract: | Despite its importance, the concept of colour is not widely understood in marketing. This thesis establishes conventionally, and unconventionally coloured smartphone lines based on desk research. The influence of these smartphone colour palettes on consumers’s attitudes to the visual appeal of the product line, the brand personality with regards to originality, the brand itself, and purchase intention were then researched. Four hypotheses were tested on a sample of 101 subjects. The results demonstrated that smartphone colour palettes have significant impacts on consumers’ attitudes and on their purchase intentions. Finally, colour strategies for incumbent and new market players based on the results are presented. |
Keywords: | smartphones; colour; product marketing |
Thesis title: | - |
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Author: | Maier, Alissa |
Thesis type: | Diplomová práce |
Supervisor: | Karlíček, Miroslav |
Opponents: | Keprta, Jan |
Thesis language: | English |
Abstract: | - |
Keywords: | -; -; - |
Information about study
Study programme: | Ekonomika a management/International Management |
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Type of study programme: | Magisterský studijní program |
Assigned degree: | Ing. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Business Administration |
Department: | Department of Marketing |
Information on submission and defense
Date of assignment: | 13. 11. 2017 |
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Date of submission: | 13. 5. 2019 |
Date of defense: | 7. 6. 2019 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/63843/podrobnosti |