Parrainage sportif des banques françaises: Une approche par la congruence

Odile Chanut () and Dominique Bonet Fernandez
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Odile Chanut: CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université

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Abstract: In a competitive environment, banks carefully develop communication policies, particularly institutional, with the main objective to provide content in terms of brand image. A tool is the sports sponsorship, a means of communication relevant for banks, provided however that sport sponsorship is well chosen and that there is match between the values conveyed through sport and personality of the bank. We propose a methodology to assess the congruence between the image of sports chosen by 5 French banks and personality of the banks. Our exploratory research is based on a sample of 170 bank customers. Our initial results indicate different levels of congruence between banks, from high-level to low-level of congruence.

Keywords: Sponsoring; bank; sport; congruence; parrainage sportif; banque (search for similar items in EconPapers)
Date: 2013
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Published in RIMHE : Revue Interdisciplinaire Management, Homme(s) & Entreprise, 2013, 6 (2), pp.21-35. ⟨10.3917/rimhe.006.0021⟩

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Working Paper: Parrainage sportif des banques françaises: Une approche par la congruence (2014)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01767019

DOI: 10.3917/rimhe.006.0021

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