La congruence dans le parrainage: définition, rôle et mesure

Nathalie Fleck, Elyette Roux and Denis Darpy
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Elyette Roux: CEROG - Centre d'Etudes et de Recherche sur les Organisations et la Gestion - Université Paul Cézanne - Aix-Marseille 3
Denis Darpy: LAREQUOI - Laboratoire de recherche en Management - UVSQ - Université de Versailles Saint-Quentin-en-Yvelines

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Abstract: 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 Childers (1992): relevancy and expectancy; we will then develop a scale to measure this concept.

Keywords: sponsorship; relevancy; expectancy; scale; échelle; côté attendu; pertinence; fit; congruence; parrainage (search for similar items in EconPapers)
Date: 2006-05
Note: View the original document on HAL open archive server: https://hal.science/hal-01518919v1
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Published in XXIème Congrès de l'AFM, May 2006, Nancy, France. pp.23

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01518919

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