The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions – Alissa Maier
Alissa Maier
Master's thesis
The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions
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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 …moreKeywords
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Language used: English
Date on which the thesis was submitted / produced: 13. 11. 2017
Identifier:
http://www.vse.cz/vskp/eid/77479
Thesis defence
- Date of defence: 7. 6. 2019
- Supervisor: Miroslav Karlíček
- Reader: Jan Keprta
Citation record
ISO 690-compliant citation record:
MAIER, Alissa. \textit{The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions}. Online. Master's thesis. Praha: University of Economics, Prague. 2017. Available from: https://theses.cz/id/s6fksx/.
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttp://www.vse.cz/vskp/eid/77479
Vysoká škola ekonomická v Praze
Master programme / field:
Ekonomika a management / International Management
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