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Social and Behavioral Sciences Commons

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Articles 1 - 3 of 3

Full-Text Articles in Social and Behavioral Sciences

Are You Selling The Right Colour? A Cross-Cultural Review Of Colour As A Marketing Cue, Mubeen M. Aslam Jan 2005

Are You Selling The Right Colour? A Cross-Cultural Review Of Colour As A Marketing Cue, Mubeen M. Aslam

Faculty of Commerce - Papers (Archive)

Should a marketer adopt a pancultural or a culture-specific approach in using colour in marketing? This paper reviews the psychological and sociocultural associations and meanings of colour(s) in a cross-cultural marketing perspective, and outlines its role as a marketing cue. It is argued that a cross-cultural perspective of colour research and application is imperative for developing global marketing strategies, and the cultural values, marketing objectives and desired customer relationship levels would dictate the choice of colour in corporate and marketing communications in the 21st Century. IdentifYing appropriate colour-culture clusters also facilitates the development of a colour theory in marketing.


Sme Development Programs: A Critical Review, Charles Harvie, Boon-Chye Lee Jan 2005

Sme Development Programs: A Critical Review, Charles Harvie, Boon-Chye Lee

Faculty of Commerce - Papers (Archive)

This paper reviews and examines the arguments for government intervention in markets with the purpose of providing assistance to SMEs in a range of activities.


Montana Travel Research: 2005, Norma P. Nickerson, James Wilton, Melissa Bruns-Dubois Jan 2005

Montana Travel Research: 2005, Norma P. Nickerson, James Wilton, Melissa Bruns-Dubois

Institute for Tourism and Recreation Research Publications

Outlook for 2005 and Review of 2004.