Isenberg School Ph.D. Student Wins National Honor for Marketing Research

November 24, 2009

Lauren Labrecque, an Isenberg School Ph.D. candidate in marketing,  is the  winner of  the Society for Marketing Advances' 2009 Best Doctoral Proposal Award.  Labrecque, who competed in a national field of about sixty applicants in marketing and related fields, received the recognition for the proposal,  "Competent Blue and Sophisticated Purple: Examining the Link between Color and Brand Personality." 

Labreque's dissertation examines the role of color in branding by focusing on the link between color and brand performance. Her dissertation comprises five empirical studies that examine the influence of  hue, value, and saturation on brand personality. Four of the studies involve logo design; the fifth targets package design. Labrecque's research will help marketers to choose more appropriate color schemes for logos, packaging, advertisements, and storefronts. It will help web sites to create and reinforce specific desired brand personalities.

Labrecque is a past recipient of the interdisciplinary Eugene M. Isenberg Award. Her dissertation chair is Isenberg School marketing professor George Milne.