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...

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 “We concept” is proposed as a psychographic segmentation variable for products requiring a family-based purchase decision . This research describes the relation of expression of the “We concept” facets with the preferred car image. A scale of the preferred car image (pleasure,...

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...

Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency,...

The globalization of business reflects the view that most companies have to compete in a borderless environment. Challenges and opportunities are tremendous especially in the European Community, where profound changes have been experienced (common currency, restructuring of Eastern Europe,...

In the context of a rapid and massive extension of salaried apprenticeships, an increasing number of organizations are confronted with issues regarding the support and retention of employees that simultaneously carry out their apprenticeships while completing academic programs. Faced with these...