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Parrainage sportif des banques françaises : Une approche par la congruence

Author

Listed:
  • 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

Suggested Citation

  • Odile CHANUT & Dominique BONET FERNANDEZ & François DURANT, 2014. "Parrainage sportif des banques françaises : Une approche par la congruence," Working Papers 2014-215, Department of Research, Ipag Business School.
    • Handle: RePEc:ipg:wpaper:2014-215
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    References listed on IDEAS

    as
    1. A. Desreumaux & X. Lecocq & V. Warnier, 2009. "Stratégie," Post-Print hal-00805343, HAL.
    2. Nathalie Fleck & Pascale Quester, 2007. "Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship," Post-Print hal-02291877, HAL.
    3. 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.
    4. 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, Journal of Consumer Research Inc., vol. 33(3), pages 312-321, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Sponsoring; bank; sport; congruence.;
    All these keywords.

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