La congruence dans le parrainage : définition, rôle et mesure
Abstract
La congruence est un concept introduit récemment dans le domaine du parrainage, mais déjà largement utilisé dans la littérature sur l’extension de marque ou sur la publicité. Nous montrerons l’intérêt de considérer ce concept selon les deux dimensions définies par Heckler et Childers (1992), la pertinence et le côté attendu, et nous en proposons une échelle de mesure.Download Info
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Paper provided by Université Paris-Dauphine in its series Open Access publications from Université Paris-Dauphine with number urn:hdl:123456789/4243.Length: 23
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Handle: RePEc:ner:dauphi:urn:hdl:123456789/4243
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Related research
Keywords: sponsorship; relevancy; expectancy; scale; échelle; côté attendu; pertinence; fit; congruence; parrainage;Find related papers by JEL classification:
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
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- Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, University of Chicago Press, vol. 16(1), pages 39-54, June.
- 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, University of Chicago Press, vol. 18(2), pages 185-93, September.
- Kahle, Lynn R & Homer, Pamela M, 1985. " Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, University of Chicago Press, vol. 11(4), pages 954-61, March.
- 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.
- Janiszewski, Chris, 1993. " Preattentive Mere Exposure Effects," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 376-92, December.
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