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Parrainage sportif des banques françaises : Une approche par la congruence

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Author Info

  • Odile CHANUT
  • Dominique BONET FERNANDEZ
  • François DURANT

Abstract

In a competitive environment, banks carefully develop communication policies, particularly institutional, with the main objective to provide content in terms of brand image. A tool is the sports sponsorship, a means of communication relevant for banks, provided however that sport sponsorship is well chosen and that there is match between the values conveyed through sport and personality of the bank. We propose a methodology to assess the congruence between the image of sports chosen by 5 French banks and personality of the banks. Our exploratory research is based on a sample of 170 bank customers. Our initial results indicate significant differences in congruence between banks.

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File URL: http://www.ipag.fr/wp-content/uploads/recherche/WP/IPAG_WP_2014_215.pdf
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Bibliographic Info

Paper provided by Department of Research, Ipag Business School in its series Working Papers with number 2014-215.

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Length: 17 pages
Date of creation: 10 Apr 2014
Date of revision:
Handle: RePEc:ipg:wpaper:2014-215

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Related research

Keywords: Sponsoring; bank; sport; congruence.;

This paper has been announced in the following NEP Reports:

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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, University of Chicago Press, vol. 18(4), pages 475-92, March.
  2. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, University of Chicago Press, vol. 33(3), pages 312-321, November.
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