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Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure

Author

Listed:
  • Virginie Maille

    (SKEMA Business School, Université Lille Nord (France))

  • Nathalie Fleck

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique, UCP - Université de Cergy Pontoise - Université Paris-Seine)

Abstract

Voilà trente ans que la recherche marketing intègre régulièrement dans ses modèles la notion de « congruence « perçue. De l'abondance des travaux et de la variété de leurs domaines d'application résulte une littérature disparate, difficile à organiser dans un tout cohérent: comment définir la congruence, comment se forme-t-elle, et comment la mesurer? Cet article vise à rassembler, organiser et discuter les réponses que l'on peut trouver dans plus d'une centaine d'articles.

Suggested Citation

  • Virginie Maille & Nathalie Fleck, 2011. "Congruence perçue par le consommateur: vers une clarification du concept, de sa formation et de sa mesure," Post-Print hal-02055298, HAL.
    • Handle: RePEc:hal:journl:hal-02055298
    DOI: 10.1177/076737011102600203
    as

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    Citations

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    Cited by:

    1. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.
    2. Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Socio-environmental multi-labelling and consumer willingness to pay [Multi-labellisation socio-environnementale et consentement à payer du consommateur]," Post-Print hal-02794529, HAL.
    3. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    4. Laurent Busca & Julien Grobert & Cyrielle Vellera, 2021. "Effect of congruent scent diffusion on individual creative fluidity: Mental imagery instruction and iconic stimulus as possible moderators," Post-Print hal-03256558, HAL.
    5. Racat, Margot & Capelli, Sonia & Lichy, Jessica, 2021. "New insights into ‘technologies of touch’: Information processing in product evaluation and purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 170(C).

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