Similarity in marketing: Scope, measurement, and fields of application

La similarité en marketing: périmètre, mesure et champs d'application

Christophe Bezes () and Maria Mercanti-Guérin ()
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Christophe Bezes: ISTEC - Institut supérieur des Sciences, Techniques et Economie Commerciales - ISTEC
Maria Mercanti-Guérin: CNAM - Conservatoire National des Arts et Métiers [CNAM], DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: The concept of similarity is central to marketing research. Its fields of application are very varied. Yet this concept, which is more complex than it seems, is still poorly understood. It must be distinguished from other closely related concepts such as similitude, difference, fit and congruence. This paper shows that the type of similarity used (literal or relational) has different effects on consumers' cognitive processes. This can dramatically alter the results of an experiment. The same applies to the type of measurement used.

Keywords: fit; brand extension; congruence; literal similarity; relational similarity (search for similar items in EconPapers)
Date: 2017-01-01
Note: View the original document on HAL open archive server: https://hal.science/hal-02086666v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in Recherche et Applications en Marketing (English Edition), 2017, 32 (1), pp.83-105. ⟨10.1177/2051570716676258⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02086666

DOI: 10.1177/2051570716676258

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