Pour favoriser la mémorisation d’une marque, un annonceur a-t-il intérêt à utiliser des couleurs étonnantes ?

Marie-Christine Lichtlé ()
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Marie-Christine Lichtlé: UM - Université de Montpellier, MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Date: 2009
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Published in Gestion 2000, 2009, 5/09, pp.27-43

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