The Effectiveness of Exterior Color on Brand Identity and Purchase Intention

Research Article
Open access

The Effectiveness of Exterior Color on Brand Identity and Purchase Intention

Xikang Li 1*
  • 1 University Sains Malaysia    
  • *corresponding author lixikang@student.usm.my
Published on 10 November 2023 | https://doi.org/10.54254/2754-1169/33/20231657
AEMPS Vol.33
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-83558-087-5
ISBN (Online): 978-1-83558-088-2

Abstract

In 2018, after Tesla entered the Chinese market, China entered the era of new energy vehicles, and in 2020 Wuling launched a small new energy vehicle called Wuling Hongguang MINI EV, which has changed the fate of Wuling since its introduction, attracting a large number of consumers with its outstanding appearance and subsequently becoming the global small pure electric car sales champion, and also changing the Wuling Hongguang in It also changed the brand impression of Wuling Hongguang in consumers' minds. Thus, the purpose of this study was to examine why differences in color and appearance affect the extent to which consumers perceive a brand. This paper took the Wuling Hongguang MINI EV as an example for research and tried to find the reason why consumers love Wuling and the reason why the inherent brand impression of Wuling cars has changed. The first reason is related to symbolic identity of Wuling Hongguang MINI's appearance. Secondly, is about the social identity, and finally, the vividness of the color is also the reason which could lead a different brand impression. The significance of this paper was to advise some emerging car brands on their long-term development and, secondly, to study the relationship between brand appearance and brand identity.

Keywords:

Wuling Hongguang, symbolic identity, social identity, vividness

Li,X. (2023). The Effectiveness of Exterior Color on Brand Identity and Purchase Intention. Advances in Economics, Management and Political Sciences,33,206-212.
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References

[1]. Xia Z.D., (2022). China's new energy vehicle market accounts for 25% of the future device market demand is broad. Retrieved from https://www.sohu.com/a/622528163_121118998

[2]. Aika Auto. (2021). A two-door domestic car. Retrieved from https://www.sohu.com/a/487420653_114798

[3]. Jieyangpengfa (2022). Wuling Car Friendship Association. Retrieved from https://mp.weixin.qq.com/

[4]. Sohu. (2023). Wuling Hongguang MINIEV sales accumulated more than 1.11 million. the global sales champion how powerful? Retrieved from https://www.sohu.com/a/654667744_100246617.

[5]. Jiang, L.H. & Li, J.F. (2022). Talking about pioneering innovation from Wuling Hongguang. China Market (22), 133-135.

[6]. Yang F.L. (2013). Wuling Hongguang: An unexpected breakout hit? Auto Watch (01), 78-79.

[7]. Wu, X.X., Bao, T.T. & Pan, G.J. (2011). A study on the influence of brand impressions of autonomous cars on consumers' purchase intention--based on the perspective of brand strength. Journal of Liaoning Province Higher Institute of Transportation (01), 30-35.

[8]. Zhang, H., (1997). An introduction to the color design of automobiles. World Automobile, (6), 34-35.

[9]. China Fortune Network, (2021). New energy vehicles high and low end of the competition than the competition. Retrieved from https://baijiahao.baidu.com

[10]. Prasetyo, Z., Iftadi, I., & Damayanti, R. W. (2015). Study of consumer's preference rating on car's exterior color design. In Proceedings of the Joint International Conference on Electric Vehicular Technology and Industrial, Mechanical, Electrical and Chemical Engineering (ICEVT & IMECE) (pp. 163-167). IEEE.

[11]. Mckinney, M., & Benson, A. (2013). The value of brand trust. Journal of Brand Strategy, 2(1), 76-86.

[12]. Shirazi, A., Zeynvand, L. H., & Karimi, M. A. (2013). Investigating the effects of brand identity on customer loyalty from social identity perspective.

[13]. Ghaderi, M., Ruiz, F., & Agell, N. (2015). Understanding the impact of brand colour on brand image: A preference disaggregation approach. Pattern Recognition Letters, 67, 11-18.

[14]. Choudhury, D. K., & Batra, S. Impact of Colour on Consumer Brand Perception. The Research Repository, 36.

[15]. Lai, P., Guo, B., & Westland, S. Why do people choose their car colours?.

Cite this article

Li,X. (2023). The Effectiveness of Exterior Color on Brand Identity and Purchase Intention. Advances in Economics, Management and Political Sciences,33,206-212.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development

ISBN：978-1-83558-087-5(Print) / 978-1-83558-088-2(Online)
Editor：Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.33
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Xia Z.D., (2022). China's new energy vehicle market accounts for 25% of the future device market demand is broad. Retrieved from https://www.sohu.com/a/622528163_121118998

[2]. Aika Auto. (2021). A two-door domestic car. Retrieved from https://www.sohu.com/a/487420653_114798

[3]. Jieyangpengfa (2022). Wuling Car Friendship Association. Retrieved from https://mp.weixin.qq.com/

[4]. Sohu. (2023). Wuling Hongguang MINIEV sales accumulated more than 1.11 million. the global sales champion how powerful? Retrieved from https://www.sohu.com/a/654667744_100246617.

[5]. Jiang, L.H. & Li, J.F. (2022). Talking about pioneering innovation from Wuling Hongguang. China Market (22), 133-135.

[6]. Yang F.L. (2013). Wuling Hongguang: An unexpected breakout hit? Auto Watch (01), 78-79.

[7]. Wu, X.X., Bao, T.T. & Pan, G.J. (2011). A study on the influence of brand impressions of autonomous cars on consumers' purchase intention--based on the perspective of brand strength. Journal of Liaoning Province Higher Institute of Transportation (01), 30-35.

[8]. Zhang, H., (1997). An introduction to the color design of automobiles. World Automobile, (6), 34-35.

[9]. China Fortune Network, (2021). New energy vehicles high and low end of the competition than the competition. Retrieved from https://baijiahao.baidu.com

[10]. Prasetyo, Z., Iftadi, I., & Damayanti, R. W. (2015). Study of consumer's preference rating on car's exterior color design. In Proceedings of the Joint International Conference on Electric Vehicular Technology and Industrial, Mechanical, Electrical and Chemical Engineering (ICEVT & IMECE) (pp. 163-167). IEEE.

[11]. Mckinney, M., & Benson, A. (2013). The value of brand trust. Journal of Brand Strategy, 2(1), 76-86.

[12]. Shirazi, A., Zeynvand, L. H., & Karimi, M. A. (2013). Investigating the effects of brand identity on customer loyalty from social identity perspective.

[13]. Ghaderi, M., Ruiz, F., & Agell, N. (2015). Understanding the impact of brand colour on brand image: A preference disaggregation approach. Pattern Recognition Letters, 67, 11-18.

[14]. Choudhury, D. K., & Batra, S. Impact of Colour on Consumer Brand Perception. The Research Repository, 36.

[15]. Lai, P., Guo, B., & Westland, S. Why do people choose their car colours?.

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