BRAND ASSET VALUATOR (BAV) ACHETYPES: PENTINGNYA KESELARASAN WARNA DAN KEPRIBADIAN MEREK DALAM WEB DESIGN

Natarina Setyaningrum

Sari


Technology is growing rapidly, the number of website also increase from year to year. Color is one of the important aspect in marketing, but some people not understand the important of color theory. Colorin web design can affect consumers on how they look a brand personality. Theory Young and Rubicam tell about Brand Asset Valuator (BAV) Archetypes. This valuator measures how good is a brand personality. BAV Archetypes devided in two characteristic, good and shadow. This research, examine about how important color harmony and brand personality in web design.

Kata Kunci


color in web design; brand personality; Brand Asset Valuator (BAV) Archetypes

Teks Lengkap:

PDF

Referensi


Aaker, Jennifer L. (1997), Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-357.

Abril, P. S., Olazabal, A. M., & Cava, A. (2009). Marketing and The Law. Journal of the Academy of Marketing Science, 37(3), 375–377.

Chang, W. L. & Lin, H. L. 2010. The Impact of Color Traits On Corporate Branding. African Journal of Business Management, 4(15), 3344-3355.

Chiu, K., dkk. Symbolic and Functional Brand Effects for Market Segmentation. (2011).Australian Journal of Business and Management Research, 1(6), 75-86.

Darmawan, Didit & Pantja Djati. 2005. Pengaruh Citra Merek dan Citra Pengecer Terhadap Respon Merek Melalui Kepuasan Merek. Jurnal Ekonomi dan Keuangan, 9(1), 126-143.

Elliot, A. J., et al (2007). Color and psychological functioning: The effect of redon performance attainment. Journal of ExperimentalPsychology, 136(1), 154–168.

Freling, T. H. & Forbes, L. B. (2005). An Examination of Brand Personality Through Methodological Triangulation. Journal of Brand Management, 13(2), 148-162.

Gonzalez, L.M. (2005). The Impact of Ad Background Color on Brand Personality and Brand Preferences. Thesis. College of Business Administration Honors Program. California.

Kotler, P., dan Pfoertsch. 2006. B2B Brand Management. Springer Berlin Heidelberg. New York.

Labrecque, L.I& Milne.(2010). Exciting red and competent blue: the importance of color in marketing. Journal Academy of Marketing Science, 12(1), 102-126.

Lee, J.W. (2009). Relationship Between Consumer Personality and Brand Personality As Self-Concept; From The Case Of Korean Automobile Brands. Journal Academy of Marketing Studies, 13(1), 75-86.

Mitra, W. (2014). Data Statistik Mengenai Pertumbuhan Pangsa Pasar E-Commerce di Indonesia Saat Ini. Retrieved 3 April, 2015, fromhttp://startupbisnis.com/data-statistik-mengenai-pertumbuhan-pangsa-pasar-e-commerce-di-indonesia-saat-ini/.

Morton, J. (2005). Why Color Matters. Retrieved April 5, 2015 from http:// www.colorcom.com/why_color.html.

Ramaseshan, B.& Tsao, H. (2007). Moderating Effects of The Brand Concept on The Relationship Between Brand Personality and Perceived Quality. Journal of Brand Management, 14(6), 458-466.

Solomon, Rebekah, dan Russell. (2012). Consumer Behaviour. 3rdedition. Pearson Higher Education. Australia.

Suyanto, A. (2010). Pembuatan Desain Website E-Learning Yang Efektif.Jurnal Komputer, 10(1), 48-54.

Utomo, T. (2013). Web Development: Customize Wordpress Theme. Jurnal Informatika dan Teknik Komputasi, 1(4), 87-98.

Wantoro, S. (2013). Penggunaan Warna Biru Pada Desain Website.Jurnal Ilmiah Unikom, 11(2), 188-193.

Wijaya K. (2014). Laporan Pengguna Website, Mobile, Media Sosial Indonesia, Retrieved 3 April, 2015, from http://id.techinasia.com/laporan-pengguna-website-mobile-media-sosial-indonesia/.

Wiyanto (2014). Fungsi dan Kegunaan Website. Retireved April 4, 2015, fromhttp://st289324.sitekno.com/article/60538/fungsi-dan-kegunaan-website.html.

Wijanarko. (2010). Teori Warna. Retrieved 4 April, 2015, from http://www.ahlidesain.com/teori-warna.html.


Refbacks

  • Saat ini tidak ada refbacks.