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- Scholarly Journal
L'INFLUENCE DE LA COULEUR DU PRODUIT SUR LA PERCEPTION DES TRAITS DE PERSONNALITÉ DE LA MARQUE: INTRODUCTION COMMENT SE CONSTRUIT LA PERSONNALITÉ DE LA MARQUE? À l'origine du concept: l'influence de la communication La formation de la personnalité de la marque: un processus complexe La perception des traits de personnalité de la marque: du traitement de l'information aux logiques d'inférence LES ATTRIBUTS VISUELS: UN RÔLE CENTRAL DANS LA PERCEPTION DU PRODUIT L'influence d'une modalité sensorielle: la vue La perception de la couleur Définition et dimensions Le processus de perception des couleurs UNE PREMIÈRE ÉTUDE: L'IMPACT DE LA COULEUR SUR LA PERSONNALITÉ DE LA MARQUE L'expérimentation La construction du matériel expérimental L'échantillon des répondants et le protocole La mesure de la personnalité de la marque Résultats Analyse factorielle confirmatoire Les effets de la couleur: Discussion Implications, limites et perspectives de recherche RÉFÉRENCES BIBLIOGRAPHIQUES ANNEXES
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