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La congruence dans le parrainage : définition, rôle et mesure

Author

Listed:
  • Nathalie Fleck-Dousteyssier

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

  • Elyette Roux

    (CEROG - Centre d'Etudes et de Recherche sur les Organisations et la Gestion - Université Paul Cézanne - Aix-Marseille 3)

  • Denis Darpy

    (LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines)

Abstract

The concept of congruence has been recently introduced in sponsorship research, whereas it has been already widely integrated in the literature on brand extensions or advertising effectiveness. We will show the importance of this concept defined through the two dimensions proposed by Heckler and Childers (1992): relevancy and expectancy; we will then develop a scale to measure this concept.

Suggested Citation

  • Nathalie Fleck-Dousteyssier & Elyette Roux & Denis Darpy, 2006. "La congruence dans le parrainage : définition, rôle et mesure," Post-Print hal-01518919, HAL.
    • Handle: RePEc:hal:journl:hal-01518919
    Note: View the original document on HAL open archive server: https://hal.science/hal-01518919
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    References listed on IDEAS

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    1. Heckler, Susan E & Childers, Terry L, 1992. "The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What Is Incongruency?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(4), pages 475-492, March.
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    3. Richard Ladwein, 1994. "Le jugement de typicalité dans l'évaluation de l'extension de marque," Post-Print hal-02016321, HAL.
    4. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
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