Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing
This paper has for ambition to define the concept of congruency, mainly with regard to those of literal and relational similarity as well as fit. We propose in particular that the congruity is a type of relation of equivalence less strict than the similarity and what it corresponds more to a relational similarity that in a literal similarity. These propositions open promising ways of research in the field of brand extensions, by resorting more to the concept of congruence than to that of similarity.
|Date of creation:||06 May 2010|
|Publication status:||Published in 26ème congrès International de l'AFM, Le Mans 2010, May 2010, Le Mans, France. pp.1-23, 2010|
|Note:||View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-00573441|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Goodstein, Ronald C, 1993. " Category-Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 87-99, June.
- 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, Oxford University Press, vol. 18(4), pages 475-492, March.
- Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. " Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, Oxford University Press, vol. 24(3), pages 266-284, December.
- 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, Oxford University Press, vol. 29(1), pages 39-56, June.
- Meyers-Levy, Joan & Tybout, Alice M, 1989. " Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Oxford University Press, vol. 16(1), pages 39-54, June.
- 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, Oxford University Press, vol. 19(2), pages 240-255, September.
When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00573441. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (CCSD)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.