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Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing
Bezes, Christophe - HAL - 2010
Cette communication a pour ambition de définir le concept de congruence, en particulier par rapport à ceux de similarité littérale et relationnelle ainsi que de fit. Nous proposons en particulier que la congruence soit un type de relation d'équivalence moins stricte que la similarité et...
Persistent link: https://www.econbiz.de/10008873566
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A Tale of 3 Cities: Model Selection in Over-, Exact, and Under-specified Equations
Castle, Jennifer; Hendry, David - Department of Economics, Oxford University - 2011
variables while retaining the relevant.  In an exact specification, the theory formulation is precisely correct and can always …, breaks, non-linearity, or data contamination are checked.  The most realistic case is where some aspects of the relevant DGP … procedures which allow for many relevant effects, but inadvertently omit others, yet irrelevant variables are also included in …
Persistent link: https://www.econbiz.de/10008799895
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Personality Changes in Couples: Partnership Longevity and Personality Congruence in Couples
Rammstedt, Beatrice; Spinath, Frank M.; Richter, David; … - Forschungsbasierte Infrastruktureinrichtung … - 2013
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...
Persistent link: https://www.econbiz.de/10011128995
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Effet du parrainage sur l'image de marque : le rôle de la congruence
Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2003
this pairing is relevant and expected and it does not fit when the pairing is not relevant and unexpected. The effect of … relevant and unexpected. From a methodological point of view, we use the Keller ( 1993) brand image measure, that is to say …
Persistent link: https://www.econbiz.de/10011072090
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Les célébrités dans la publicité : le rôle de la congruence
Korchia, Michaël; Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2006
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...
Persistent link: https://www.econbiz.de/10011072879
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Celebrities in advertising: the role of congruency
Korchia, Michaël; Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2006
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...
Persistent link: https://www.econbiz.de/10011072966
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La segmentation par le concept du Nous : exploration des liens entre le nous idéal et l'image du produit préféré
Zouaghi, Sondes; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2006
ideal “We concept” appears a relevant criterion of segmentation to analyze the characteristics of the automobile market …
Persistent link: https://www.econbiz.de/10011073633
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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
this pairing is relevant and expected and it does not fit when the pairing is not relevant and unexpected. From a … relevant and unexpected. A first exploratory study helps to understand the role and the nature of fit. …
Persistent link: https://www.econbiz.de/10011073781
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Celebrities in advertising: looking for congruence or for likability?
Korchia, Michaël; Fleck-Dousteyssier, Nathalie; Le … - Université Paris-Dauphine (Paris IX) - 2009
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,...
Persistent link: https://www.econbiz.de/10011074237
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Holland’s constructs in relation to career persistence and career change: A study of Australian managerial and professional workers
Donohue, Ross - In: Australian Journal of Management 39 (2014) 2, pp. 167-189
This study tested Holland’s propositions that career persisters are more congruent, have greater vocational identity, and more differentiated and consistent personalities than career changers. His proposition that people who change career move to more congruent occupations was also...
Persistent link: https://www.econbiz.de/10011135827