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Using Correspondence Analysis in SPSS to Investigate How Logo Colours Impact Brand Impressions

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Teaching and Learning Material

In this tab, you will find guides on using this dataset. The teaching guide is designed for faculty who are teaching research methods and statistics, with suggestions on how to use the dataset in lab exercises, in homework assignments, and as exam questions. The student guide introduces the method for students and can be used in teaching to provide students with an introductory overview of the method or test. The how-to guide shows how to perform the technique or test using data analysis software.

References

Celhay, F. (2017). Logos’ textual and visual content: The double anchorage effect. Design Management Academy Conference. https://doi.org/org/10.21606/dma.2017.90
Cian, L., Krishna, A., & Elder, R. S. (2014). This logo moves me: Dynamic imagery from static images. Journal of Marketing Research, 51(2), 184–197. https://doi.org/10.1509/jmr.13.0023
Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of color as an executional cue in advertising: They’re in the shade. Management Science, 43(10), 1387–1400. https://doi.org/10.1287/mnsc.43.10.1387
Hagtvedt, H. (2011). The impact of incomplete typeface logos on perceptions of the firm. Journal of Marketing, 75(4), 86–93. https://doi.org/10.1509/jmkg.75.4.86
Hoffman, D. L., & Franke, G. R. (1986). Correspondence analysis: Graphical representation of categorical data in marketing research. Journal of Marketing Research, 23(3), 213–227. https://doi.org/10.1177/002224378602300302
Jacobs, L., Keown, C., Worthley, R., & Ghymn, K.-I. (1991). Cross-cultural colour comparisons: Global marketers beware!International Marketing Review, 8(3), 21–33. https://doi.org/10.1108/02651339110137279
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711–727. https://doi.org/org/10.1007/s11747-010-0245-y
Luffarelli, J., Mukesh, M., & Mahmood, A. (2019). Let the logo do the talking: The influence of logo descriptiveness on brand equity. Journal of Marketing Research, 56(5), 862–878. https://doi.org/10.1177/0022243719845000
Pastoureau, M. (2001). Blue: The history of a color. Princeton University Press.
Pastoureau, M. (2014). Green: The history of a color. Princeton University Press.
Pastoureau, M. (2017). Red: The history of a color. Princeton University Press.
Starnes, D., & Tabor, J. (2018). The practice of statistics (
6th ed
.). W. H. Freeman.
Sundar, A., & Kellaris, J. J. (2017). How logo colors influence shoppers’ judgments of retailer ethicality: The mediating role of perceived eco-friendliness. Journal of Business Ethics, 146(3), 685–701. https://doi.org/10.1007/s10551-015-2918-4
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