Modeling brand color emotions, perceived brand creativity, perceived value, and brand loyalty in the context of theme parks

Purpose The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values on brand loyalty and evaluate the role of different theme park color schemes in influencing these relationships. Design/methodology/approach The study modeled the proposed relationships by analyzing data from an online survey using partial least squares structural equation modeling. Respondents were presented with different color schemes to induce certain emotions before answering questions. Findings The results showed that the valence and arousal of emotions incited by various colors lead to a perception of creativity for theme park products, which then influence both utilitarian and hedonic values and thus brand loyalty. When the model was compared for seven different color schemes for a theme park brand, differences seem sporadic rather than systematic. Research limitations/implications The online nature and timing of the study may have prohibited authentic reactions from consumers as the US theme park industry is currently in its recovery mode. Practical implications While the results did not identify a specific preferred color scheme, theme park executives should continue using a variety of color combinations to generate visitor perceptions of novelty and creativity that would impact their perceived hedonistic and utilitarian values. Originality/value The study empirically tests color influences on a brand’s perceived creativity and its consequences on a brand’s utilitarian and hedonic values and brand loyalty.