Disscusing the role of color as a mediating variable in the process of communication

Other literature type Croatian OPEN
Tkalac Verčič, Ana; Kuharić Smrekar, Anita;
(2007)
  • Publisher: University of Zagreb, Faculty of Economics and Business Zagreb
  • Journal: Market-Tržište,volume 19,issue 2 (issn: 0353-4790, eissn: 1849-1383)
  • Publisher copyright policies & self-archiving
  • Subject: colors; marketing communications; advertising | boje; marketinška komunikacija; oglašavanje

In spite of the fact that researching the effect of color in advertising and marketing communications in general is of great importance, the scope of research in this area is surprisingly limited. The primary goal of this paper was to offer some initial insight into the... View more
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