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ASU Electronic Theses and Dissertations

This collection includes most of the ASU Theses and Dissertations from 2011 to present. ASU Theses and Dissertations are available in downloadable PDF format; however, a small percentage of items are under embargo. Information about the dissertations/theses includes degree information, committee members, an abstract, supporting data or media.

In addition to the electronic theses found in the ASU Digital Repository, ASU Theses and Dissertations can be found in the ASU Library Catalog.

Dissertations and Theses granted by Arizona State University are archived and made available through a joint effort of the ASU Graduate College and the ASU Libraries. For more information or questions about this collection contact or visit the Digital Repository ETD Library Guide or contact the ASU Graduate College at

Color as a communication medium plays an important role in conveying meaning. It has been identified as a major element in marketing and advertising, and has shown to influence consumer's emotions (Labrecque & Milne, 2012). Despite the large volume of color-centered research, the literature on the subject remains largely abstract and unreliable. Academic research on the impact of color on brand personality it is still in its early stages of investigation, and therefore fragmented and inadequate. The goal of this study is to identify and visually represent patterns of association between colors and specific brand personality traits. We hypothesized that …

Toteva, Maya Georgieva, Branaghan, Russell, Gray, Rob, et al.
Created Date

The aim of this study is to conduct the empirical tests on consumer's emotional responses of product design and the relationship between emotion and consumer's attitudinal loyalty to identify if there exists potential relationship links between these two factors together by following certain regulation. This study also seeks to compare Brand Loyalty of Apple products across two different cultures - China and US to see if there are any differences regarding their brand loyalty construction and expression. The emotional responses on product design were also studied in order to reveal potential emotional design issues between the two different cultures. Results …

Qu, Yonghao, Takamura, John, Shin, Dosun, et al.
Created Date