The Influence of the Manufacturer Brand Color on Purchase Intention

Abstract

Color has long been considered important by both the manufacturing industry and academia because it affects people’s perceptions, emotions, and behaviors. However, the evaluation of purchasing behavior until now has mainly been only in an experimental environment, and there have been concerns that differed from the actual consumer behavior. Therefore, the causal effect of the strong impression of a manufacturer’s brand color on the purchase behavior in the Japanese automobile industry was verified. Covariate was homogenized by propensity score matching based on the online survey, and the causal effect on purchase intention was extracted. As a result, the impression of the brand color had a positive effect on the purchase intention. This effect was estimated to be 5.739 in odds ratio. Commercial brands, logos, emblems, car body colors, dealers, showrooms, and even professional baseball teams were found to be factors that foster brand color.