L'influence de la couleur sur la perception des traits de personnalité de la marque

Gaëlle Pantin-Sohier () and Joël Bree ()
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Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Joël Bree: Pôle Jeunes et Pratique Responsable - Rouen Business School - Rouen Business School

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Abstract: While many studies have been done on the attribution of brand personality traits, few of them have focused on the complex process of brand personality creation. David Aaker (1996) and Jennifer Aaker (1997) proposed the idea of interdependence between the physical attributes of the brand and its personality. Developing further this idea, we conducted a series of experiments to test the influence of color on the perception of brand personality traits. The findings suggest that the color influences the formation of the brand personality traits especially for a new product.

Keywords: Brand personality; Physical attribute; Color; Personnalité de la marque; Attribut physique; Couleur (search for similar items in EconPapers)
Date: 2004-02
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Published in Revue Française du Marketing, 2004, n° 196, pp. 19-32

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00567761

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