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Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing

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  • Christophe Bezes

    (LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

Abstract

This paper has for ambition to define the concept of congruency, mainly with regard to those of literal and relational similarity as well as fit. We propose in particular that the congruity is a type of relation of equivalence less strict than the similarity and what it corresponds more to a relational similarity that in a literal similarity. These propositions open promising ways of research in the field of brand extensions, by resorting more to the concept of congruence than to that of similarity.

Suggested Citation

  • Christophe Bezes, 2010. "Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing," Post-Print hal-00573441, HAL.
    • Handle: RePEc:hal:journl:hal-00573441
    Note: View the original document on HAL open archive server: https://hal.science/hal-00573441
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    References listed on IDEAS

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    Cited by:

    1. Virginie Brégeon Lalanne de Saint-Quentin, 2017. "The concept of culinarity : an hedonic and holistic experience and its 4 dimensions (QCKS) : Quality, Creativity, Konw-how, Sharing [Proposition d’une conceptualisation de la culinarité : une expér," Post-Print hal-01650215, HAL.
    2. Olivier Brunel & Céline Gallen, 2012. "Pour une réhabilitation d'une dissonance cognitive ante-décisionnelle," Working Papers hal-00693419, HAL.
    3. Olivier Brunel & Céline Gallen, 2010. "Et si c'était de la dissonance cognitive ?," Working Papers hal-00547775, HAL.

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