Tout ce qui est congruent, est-il similaire ? Propositions de définition du concept de congruence en marketing

Christophe Bezes ()
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Christophe Bezes: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas

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Abstract: This paper has for ambition to define the concept of congruency, mainly with regard to those of literal and relational similarity as well as fit. We propose in particular that the congruity is a type of relation of equivalence less strict than the similarity and what it corresponds more to a relational similarity that in a literal similarity. These propositions open promising ways of research in the field of brand extensions, by resorting more to the concept of congruence than to that of similarity.

Keywords: congruency; consistency; relational similarity; literal similarity; congruence; cohérence; similarité relationnelle; similarité littérale; fit (search for similar items in EconPapers)
Date: 2010-05-06
Note: View the original document on HAL open archive server: https://hal.science/hal-00573441v1
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Citations: View citations in EconPapers (3)

Published in 26ème congrès International de l'AFM, Le Mans 2010, May 2010, Le Mans, France. pp.1-23

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