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Publikováno v:
Electronic Commerce Research and Applications. 50:101100
The purpose of this paper is to study how color contrast (complementary vs. analogous colors) affect individuals’ attitude and purchase intention in the context of web banner advertising. Previous research on the effect of color in marketing stated
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::2d1f6e9410eb057972f3d9d32a789d4f
https://doi.org/10.1016/j.elerap.2021.101100
https://doi.org/10.1016/j.elerap.2021.101100
