ABSTRACT

Purpose - The purpose of this study is to measure the effect of brand awareness by color marketing to purchase and revisit intentions in Traditional Markets. Research design, data, and methodology – For this study, 5 point Likert-scale was used based on previous research. Used SPSS ver.22, factor analysis and Cronbach's alpha, regression and correlation were tested. 254 samples were used for the analysis. Results - The three attributes of color marketing(symbolism, identifiability, association) exerted significant effects on brand awareness of traditional marketing explained 38.7% of the variance. Thus, <H1-1>, <H1-2>, and <H1-4> were supported. However, <H1-3> was not supported. Conclusions - Colors play important roles in establishing new images in consumers’ minds. The visual sense affects emotions and attitudes and most of the visual sense is affected by colors. Colors that we see move people’s heart and induce atmospheres thereby greatly affecting humans’ physical and mental activities. To increase traditional market brand awareness, it is necessary for traditional markets to display a level of attractiveness through the use of colors and visuals. So to use color marketing in traditional market is very important for brand awareness which can cause purchase and traditional market revisit intension.

KEYWORD

Color Marketing, Symbolism, Identifiability, Attractiveness, Brand Awareness of Traditional Market.

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