Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China

Volume: 12, Issue: 23, Pages: 9902 - 9902
Published: Nov 26, 2020
Abstract
Place branding has become a fast-growing area of research in recent years due to the proliferation of technology and services facilitating travel. However, place-branding research has primarily focused on place promotion and image orchestration. The main purpose of this paper is to address the lack of place–product combination research and introduce a novel approach to extract and commercialize distinctive place elements such as colors. We...
Paper Details
Title
Color Place Marketing—The Role of Atmospheric Colors on Place Product Association and Consumer Choices in Luoyang, China
Published Date
Nov 26, 2020
Volume
12
Issue
23
Pages
9902 - 9902
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