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Parrainage sportif des banques françaises : Une approche par la congruence


  • Odile CHANUT
  • François DURANT


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

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  • Odile CHANUT & Dominique BONET FERNANDEZ & François DURANT, 2014. "Parrainage sportif des banques françaises : Une approche par la congruence," Working Papers 2014-215, Department of Research, Ipag Business School.
  • Handle: RePEc:ipg:wpaper:2014-215

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    References listed on IDEAS

    1. 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.
    2. A. Desreumaux & X. Lecocq & V. Warnier, 2009. "Stratégie," Post-Print hal-00805343, HAL.
    3. T. Bettina Cornwell & Michael S. Humphreys & Angela M. Maguire & Clinton S. Weeks & Cassandra L. Tellegen, 2006. "Sponsorship-Linked Marketing: The Role of Articulation in Memory," Journal of Consumer Research, Oxford University Press, vol. 33(3), pages 312-321, November.
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    Sponsoring; bank; sport; congruence.;

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