La congruence est un concept utilisé dans de nombreux courants de recherche, notamment l’extension de marque, le parrainage ou la publicité. Cette communication vise à démontrer l’intérêt de considérer ce concept selon les deux dimensions définies par Heckler et Childers (1992), à...

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...

In this study I examine the joint effect of explanations and monetary incentives on employees' effort allocation decisions in a multi-action setting. A rich literature in economics indicates that monetary incentives substantially influence employees' decisions. This literature demonstrates that...

Abstract Companies have recognized that people buy or consume products not only for their functional value but also to enhance their self-concept through the symbolic meaning embedded in these products, customers seek brands with a personality identical with their own personality. In this...

Evidence of assortative mating according to personality was reported in a previous SOEP-based study (Rammstedt & Schupp, 2008). Based on population representative data of almost 7,000 couples, high levels of congruence between spouses were found, which increased with marriage duration. Almost...

This article explores congruence in the wake of the crises. It analyses (1) shifts in parties’ positions on multiple issue dimensions and (2) examines congruence between citizens and parliament in times of crisis. The article refers to three issue dimensions: left-right, migration and European...

According to the incongruence model, unemployed people experience incongruence between their actual as compared to their desired employment status, which is an important source of distress. In contrast to other theories, this model is able to explain why unemployed people feel worse not only...

This research develops a model to predict the effect of advertising a socially responsible activity on perceived corporate social responsibility (CSR) and its influence on consumer loyalty. It examines the relationships between company-cause congruence, corporate credibility, altruism...

The paper aims to position entrepreneurship within a leadership and values paradigm. This knowledge will equip business leaders, who may wish to evoke a more entrepreneurial culture within organisations, to proactively create conditions that support entrepreneurial initiatives. As psychology...

The Fast-Moving Consumer Goods Sector (FMCG) is the fourth largest sector in the Indian economy, with Food and Beverages constituting 19%, healthcare constituting 31%, and Household and Personal Care constituting 50%. The key growth drivers for the Fast Moving Consumer Goods market are growing...