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Mémorisation des parrains : l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage

Author

Listed:
  • Olivier Trendel

    (EESC-GEM Grenoble Ecole de Management)

  • Luc Warlop

Abstract

Plusieurs études ont montré qu'un parrainage congruent conduit à une meilleure mémorisation du parrain. L'expérience menée ici démontre qu'une marque est mieux identifiée après un parrainage peu congruent et qu'en outre, pour un niveau faible d'opportunité à traiter le parrainage, les concurrents du parrain peu congruents sont quant à eux moins bien identifiés.

Suggested Citation

  • Olivier Trendel & Luc Warlop, 2013. "Mémorisation des parrains : l’influence de la congruence du parrainage réexaminée à l’aide du modèle de flexibilité de l’encodage," Post-Print hal-02055404, HAL.
    • Handle: RePEc:hal:journl:hal-02055404
    DOI: 10.1177/0767370113499499
    as

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