广告颜色与品牌个性一致性对品牌体验的影响

潘奕宁

首都经济贸易大学 工商管理学院，北京，100071；

摘要：本研究关注广告色彩与品牌个性之间是否存在一致性对消费者品牌体验的影响，尝试解释两个主要因素：广告色彩与品牌个性是否一致、以及品牌熟悉度在其中是否起调节作用。研究采用2×2组间实验设计，通过设置高熟悉/低熟悉品牌以及一致/不一致的广告色彩，考察消费者在不同广告情境下的品牌体验感知差异。结果发现，当广告色彩与品牌个性保持一致时，消费者的品牌体验感知显著更高；同时，品牌熟悉度对这一效应具有显著调节作用：在高熟悉度品牌下，广告色彩一致性对品牌体验的提升作用更明显。相对而言，在低熟悉度品牌下，一致性效应较弱。上述发现表明，广告色彩的设计应考虑品牌个性调性与消费者熟悉程度之间的匹配关系，从而优化品牌传播效果。

关键词：广告色彩；品牌个性；品牌体验；品牌熟悉度；一致性

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