Publication Type : Journal Article
Publisher : Annals of the Romanian
Source : Annals of the Romanian
Url : https://annalsofrscb.ro/index.php/journal/article/view/7583
Campus : Kochi
School : School of Arts and Sciences
Year : 2021
Abstract : This study explores the relationship between the colour identity and purchasing behaviour in the packaging of Cadbury chocolates. The study also analyses the role of colour purple in the brand recognition of Cadbury. Brand colour identity is an indication of brand recognition which is influenced by colour repetition in the packages of Cadbury that contributes in building brand identity. A quantitative research methodology in the form of an online survey is employed to test the hypotheses of the study.
Cite this Research Publication : Arya N A, Dr.S.DineshBabu. (2021). Influence of Colour Identity and Brand Recognition on Consumer Purchasing Behaviour: A Special Reference to Packaging of Cadbury Chocolates. Annals of the Romanian Society for Cell Biology, 25(6), 11212–11218. Retrieved from https://annalsofrscb.ro/index.php/journal/article/view/7583