The influence of colour perceptions on consumer brand personality in emerging African economies: Evidence from Mauritius

Abstract

The purpose of this paper is to determine the influence of colours on consumer brand personality across four main constructs: sincerity, excitement, sophistication and ruggedness. The paper applies an exploratory approach data was collected from 155 people aged 18 and above in Mauritius and Levene’s tests. Person Correlation tests were used to analyze the relationship between colours and the four main brand personality constructs. It was found that the colours black, red, green and brown were associated with sincerity, the colours yellow, red, orange and black were associated with excitement, the colours white, pink, red, orange black, purple, brown and green were paired with sophistication and the colours white, pink and orange were paired with ruggedness. This study serves as a blueprint for companies to utilize when drafting their branding strategies in Mauritius when it comes to colours and its interpretation among consumers.