Color of the Past: An Exploratory Study of the Effect of Ad Color on the Perception of the Past, the Perception of Brand Age and Attitude toward the Ad - Archive ouverte HAL
Communication Dans Un Congrès Année : 2023

Color of the Past: An Exploratory Study of the Effect of Ad Color on the Perception of the Past, the Perception of Brand Age and Attitude toward the Ad

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https://hal.science/hal-04162850

Soumis le : dimanche 16 juillet 2023-21:05:51

Dernière modification le : mardi 12 septembre 2023-14:14:15

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hal-04162850 , version 1 (16-07-2023)

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  • HAL Id : hal-04162850 , version 1

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Mathieu Kacha, Gautier Lombard, Fabien Pecot, Franck Celhay. Color of the Past: An Exploratory Study of the Effect of Ad Color on the Perception of the Past, the Perception of Brand Age and Attitude toward the Ad. Academy of Marketing Science: 24th World Marketing Congress, Jul 2023, Canterbury, United Kingdom. ⟨hal-04162850⟩

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