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

Mathieu Kacha (), Gautier Lombard (), Fabien Pecot and Franck Celhay ()
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Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Gautier Lombard: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Franck Celhay: Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Date: 2023-07-11
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Published in Academy of Marketing Science: 24th World Marketing Congress, Jul 2023, Canterbury, United Kingdom

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