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La congruence dans le parrainage : définition, rôle et mesure

Fleck-Dousteyssier, Nathalie; Roux, Elyette; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2006

The concept of congruence has been recently introduced in sponsorship research, whereas it has been already widely integrated in the literature on brand extensions or advertising effectiveness. We will show the importance of this concept defined through the two dimensions proposed by Heckler and...

Persistent link: https://www.econbiz.de/10010707757

Effet du parrainage sur l'image de marque : le rôle de la congruence

Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2003

-event fit through its two dimensions, relevancy and expectancy (Heckler & Childers 1992). The sponsor-event pairing fits when … this pairing is relevant and expected and it does not fit when the pairing is not relevant and unexpected. The effect of … the fit on the brand image is supposed to be curvilinear: this effect is the highest when the sponsor-event pairing is …

Persistent link: https://www.econbiz.de/10011072090

Une application des modèles de traitement de l'information au parrainage : le rôle de la congruence

Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2004

-event fit through its two dimensions, relevancy and expectancy (Heckler & Childers 1992). The sponsor- event pairing fits when … this pairing is relevant and expected and it does not fit when the pairing is not relevant and unexpected. From a … of the fit on the brand image is supposed to be curvilinear: this effect is the highest when the sponsor-event pairing is …

Persistent link: https://www.econbiz.de/10011073781