Impact of brand color on consumers’ purchase intention at KFC Vietnam: An S-O-R model approach
Published: August 3, 2026
doi:10.62831/nckh.2026.362.v1
Abstract
The food and beverage (F&B) market in general and the fast-food industry in Vietnam in particular are experiencing intense competition in terms of brand identity systems. This study evaluates the impact of brand color on customer emotions and purchase intention based on the Stimulus-Organism-Response (S-O-R) model. An empirical study was conducted through an online survey with 288 valid samples in the Hanoi market, focusing on KFC Vietnam. The results of Partial Least Squares Structural Equation Modeling (PLS-SEM) indicate that brand color has both direct and strong indirect effects on purchase intention through the mediating role of customer emotions. Based on these findings, the study proposes solutions to optimize the use of warm color palettes in sensory marketing and spatial design to enhance consumers’ purchasing decisions.
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