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Le transfert comme principe central du parrainage

Author

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  • Stéphane Ganassali

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

  • Laurence Didellon

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

Cet article propose une contribution nouvelle à la compréhension du fonctionnement du parrainage. A partir de réflexions basées sur une large revue de la littérature, les fondements de cette technique de communication sont étudiés. Deux aspects sont appréhendés: un processus d'ordre cognitif pouvant s'appuyer sur les théories de l'endossement et du transfert de sens et une influence d'ordre affective en relation avec la logique du conditionnement classique. Mes réflexions aboutissent à la présentation d'un modèle de persuasion centré sur la notion de transfert, à la fois cognitif et affectif.

Suggested Citation

  • Stéphane Ganassali & Laurence Didellon, 1996. "Le transfert comme principe central du parrainage," Post-Print hal-02016790, HAL.
    • Handle: RePEc:hal:journl:hal-02016790
    DOI: 10.1177/076737019601100103
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    1. repec:dau:papers:123456789/3605 is not listed on IDEAS
    2. repec:dau:papers:123456789/4257 is not listed on IDEAS
    3. repec:dau:papers:123456789/4233 is not listed on IDEAS
    4. Aragonés-Jericó, Cristina & Küster-Boluda, Inés & Vila-López, Natalia, 2023. "Emociones y valor: sus efectos en la satisfacción, lealtad y respuesta al patrocinio deportivo [Emotions and value: its effects on satisfaction, loyalty and response to sports sponsorship]," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 35(1), pages 80-99, June.

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