The concept of congruence has been used in many research streams like brand extensions, sponsorship, or advertising. This paper aims to show the interest of considering this concept through the two dimensions proposed by Heckler and Childers (1992): relevancy and expectancy, in the case of...

The concept of congruence has been used in many research streams like brand extensions, sponsorship, or advertising. This paper aims to show the interest of considering this concept through the two dimensions proposed by Heckler and Childers (1992): relevancy and expectancy, in the case of...

The omnipresence of professional experts in the debates and marketing strategies about movies raises the question of the proximity of their judgments with those of the ordinary consumers. Two theoretical perspectives compete on this matter: that of the divergence or convergence of tastes. Based...

Within the current context of the Grenelle Environment Round Table, French government advocates source reduction strategies for over-packaging. But, companies wonder about their impact on consumers. Thanks to video recorded observations and interviews with consumers, this paper aims at examining...

Cet article s'intéresse aux consommateurs qui gardent des objets alors qu'ils n'en ont plus l'utilité. Deux raisons expliquent leur comportement: 1) des raisons matérielles (ils ont de la place et ne se posent pas la question de s'en débarrasser ; ils ne savent pas ce qu'ils peuvent en faire...

En s'appuyant sur la perspective de Keller (1993), cet article montre que la formation de nouveaux couples marque-enseigne engendre une évolution des représentations de la marque et de l'enseigne dans l'esprit des consommateurs : les associations mémorielles à la marque et à l'enseigne...

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...

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to contribute to the sponsorship research by two means: to explain the brand image change, we introduce the concept of sponsor-event fit through its two dimensions, relevancy and...