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Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing

  • Christophe Bezes


    (Largepa - Laboratoire de recherche en sciences de gestion Panthéon-Assas - Université Panthéon-Assas - Paris II : EA3386)

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    Cette communication a pour ambition de définir le concept de congruence, en particulier par rapport à ceux de similarité littérale et relationnelle ainsi que de fit. Nous proposons en particulier que la congruence soit un type de relation d'équivalence moins stricte que la similarité et qu'elle corresponde davantage à une similarité relationnelle qu'à une similarité littérale. Ces propositions ouvrent des voies de recherche prometteuses dans le domaine de l'extension de marque, notamment en recourant davantage au concept de congruence qu'à celui de similarité.

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    Paper provided by HAL in its series Post-Print with number hal-00573441.

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    Date of creation: 07 May 2010
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    Publication status: Published - Presented, 26ème congrès International de l'AFM, Le Mans 2010, 2010, Le Mans, France
    Handle: RePEc:hal:journl:hal-00573441
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    1. 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.
    2. 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.
    3. Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, University of Chicago Press, vol. 20(1), pages 87-99, June.
    4. Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. " Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, University of Chicago Press, vol. 24(3), pages 266-84, December.
    5. Sengupta, Jaideep & Johar, Gita Venkataramani, 2002. " Effects of Inconsistent Attribute Information on the Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 39-56, June.
    6. Stayman, Douglas M & Alden, Dana L & Smith, Karen H, 1992. " Some Effects of Schematic Processing on Consumer Expectations and Disconfirmation Judgments," Journal of Consumer Research, University of Chicago Press, vol. 19(2), pages 240-55, September.
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