Au regard des théories du transfert de sens et de l'évaluation implicite, cet article examine les proximités Émotionnelle et relationnelle entre marques de presse et marques. Pour cela, une création d'échelle « hybride » de mesure des émotions est entreprise et validée sur cinq collectes successives. Les résultats soulignent que la proximité Émotionnelle entre ces deux types de marques se répercute au niveau de la mesure de leur proximité relationnelle affective. De plus, ces proximités corroborent une mesure explicite de la pertinence de l'association entre ces marques validant ainsi le transfert de sens affectif entre celles-ci.
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