Perceived color quality: The effect of light reflection brightness of a car’s exterior design on consumers’ purchase intentions
In industrial design, perceived quality is driven by color, material, and finishing (CMF). Extant literature on CMF in the automobile industry has primarily focused on hue. Accordingly, the present study focused on color brightness with the goal of assessing whether light reflection brightness of sp...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2022-09-01
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| Series: | International Journal of Engineering Business Management |
| Online Access: | https://doi.org/10.1177/18479790221126791 |