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~subject:"congruence"
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congruence
Fit
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fit
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fluency
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Fleck-Dousteyssier, Nathalie
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La congruence dans le parrainage : définition, rôle et mesure.
Fleck-Dousteyssier, Nathalie
;
Roux, Elyette
;
Darpy, Denis
-
Université Paris-Dauphine
La congruence est un concept introduit récemment dans le domaine du parrainage, mais déjà largement utilisé dans la littérature sur l’extension de marque ou sur la publicité. Nous montrerons l’intérêt de considérer ce concept selon les deux dimensions définies par Heckler et...
Persistent link: https://www.econbiz.de/10008862091
Saved in:
2
Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing
Bezes, Christophe
-
HAL
-
2010
similarité littérale et relationnelle ainsi que de
fit
. Nous proposons en particulier que la congruence soit un type de relation …
Persistent link: https://www.econbiz.de/10008873566
Saved in:
3
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
Saved in:
4
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
Saved in:
5
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
Saved in:
6
Une application des modèles de traitement de l'information au parrainage : le rôle de la congruence.
Fleck-Dousteyssier, Nathalie
-
Université Paris-Dauphine
-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/10008504540
Saved in:
7
Effet du parrainage sur l'image de marque : le rôle de la congruence.
Fleck-Dousteyssier, Nathalie
-
Université Paris-Dauphine
-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/10008465004
Saved in:
8
Organizational adaptation
Sarta, Andrew
;
Durand, Rodolphe
;
Vergne, Jean-Philippe
- In:
Journal of management
47
(
2021
)
1
,
pp. 43-75
Persistent link: https://www.econbiz.de/10012391774
Saved in:
9
Organizational adaptation
Sarta, Andrew
;
Durand, Rodolphe
;
Vergne, Jean-Philippe
-
2020
lurks around in various guises (e.g., “
fit
,” “alignment,” “congruence,” and “strategic change”) studied from multiple …
Persistent link: https://www.econbiz.de/10012295550
Saved in:
10
Korean consumers' responses to Nike's "Women's Just Do It" femvertising campaign
Um, Nam-Hyun
- In:
Journal of promotion management : innovations in …
28
(
2022
)
5
,
pp. 650-668
Persistent link: https://www.econbiz.de/10013277291
Saved in:
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