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Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research

Author

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  • Nathalie Fleck

    (THEMA - Théorie économique, modélisation et applications - CNRS - Centre National de la Recherche Scientifique - CY - CY Cergy Paris Université, UCP - Université de Cergy Pontoise - Université Paris-Seine)

  • Virginie Maille

    (SKEMA Business School - SKEMA Business School)

Abstract

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Suggested Citation

  • Nathalie Fleck & Virginie Maille, 2010. "Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research," Post-Print hal-02291860, HAL.
    • Handle: RePEc:hal:journl:hal-02291860
    DOI: 10.1177/205157071002500404
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    Cited by:

    1. Suzanne Billot & Gaelle Pantin-Sohier & Romain Sohier & Alice Sohier, 2021. "Does the rap wear Dior? The impact of rap endorser on luxury brand personality," Post-Print hal-03632422, HAL.
    2. Abhishek & Sahay, Arvind, 2013. "Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context," IIMA Working Papers WP2013-07-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
    3. . Abhishek & Arvind Sahay, 2013. "Role of Culture in Celebrity Endorsement: Brand Endorsement by Celebrities in Indian Context-A Review, Synthesis and Research Propositions," Working Papers id:5432, eSocialSciences.
    4. Lee, Michael S.W. & Septianto, Felix & Frethey-Bentham, Catherine & Gao, Esther, 2020. "Condoms and bananas: Shock advertising explained through congruence theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Lambillotte, Laetitia & Magrofuoco, Nathan & Poncin, Ingrid & Vanderdonckt, Jean, 2022. "Enhancing playful customer experience with personalization," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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