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.
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