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Parrainage sportif des banques françaises : Une approche par la congruence

Author

Listed:
  • Odile Chanut

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Dominique Mg Bonet Fernandez

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

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 different levels of congruence between banks, from high-level to low-level of congruence.

Suggested Citation

  • Odile Chanut & Dominique Mg Bonet Fernandez, 2013. "Parrainage sportif des banques françaises : Une approche par la congruence," Post-Print hal-01767019, HAL.
    • Handle: RePEc:hal:journl:hal-01767019
    DOI: 10.3917/rimhe.006.0021
    Note: View the original document on HAL open archive server: https://hal.science/hal-01767019
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