INFLUENCE OF COLORS ON CONSUMER BRAND PERSONALITY IN EMERGING AFRICAN ECONOMIES: EVIDENCE FROM MAURITIUS

Abstract

 This study explores the influence of colors on consumer brand personality in emerging African
economies, using Mauritius as a case study. The research aims to determine how different colors are
associated with four primary brand personality constructs: sincerity, excitement, sophistication, and
ruggedness. The study collected primary data from 155 adults in Mauritius using convenience sampling, and
Person Correlation tests were used to analyze the relationship between different colors and brand personality
constructs. The study found that different colors were associated with different brand personality constructs,
with black, red, green, and brown being associated with sincerity, yellow, red, orange, and black being
associated with excitement, white, pink, red, orange, black, purple, brown, and green being paired with
sophistication, and white, pink, and orange being paired with ruggedness. The study highlights the importance
of colors in branding strategies, identifying that colors are essential in attracting customers, increasing sales,
building brand personalities, and impacting consumers' moods. The findings suggest that companies in
emerging African economies can utilize these results to develop branding strategies aligning with their target
audiences' preferences and beliefs. Ultimately, marketers must understand their customers to develop parallel
branding strategies that align with consumers' beliefs and preferences.