The factorial experiment design of 160 university students was carried out to examine that the
evaluation toward the color image could be changed depending on the degree of incongruity,
and to verify the three hypothesis which assumed the moderating effects of the brand
knowledge on the brand attitude.
The results of this study is as follow. First, results revealed that the evaluation of color image in
the situation of high incongruity were less positive than in the situation of low incongruity.
Secondly, subjects formed a brand attitude depending not by their schema such as the brand
knowledge but by image of embodied meaning. Finally, in the situation of high incongruity,
the moderating role of brand knowledge was confirmed, and subjects who had high brand
knowledge were influenced by the referential meaning of color image. However, subjects
who possessed low brand knowledge were affected by the embodied meaning of color