IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-02055271.html
   My bibliography  Save this paper

Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur: synthèse, limites et voies de recherche

Author

Listed:
  • Nathalie Fleck

    (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique, UCP - Université de Cergy Pontoise - Université Paris-Seine)

  • Virginie Maille

    (SKEMA Business School)

Abstract

Cet article propose une synthèse critique sur la congruence et son influence. La littérature est abondante mais contradictoire du fait d'une appréhension parfois contestable du concept de congruence et d'une attention insuffisante aux processus modérateurs. Des pistes de recherche sont suggérées pour identifier dans quelles conditions l'incongruence modérée est plus efficace que la congruence.

Suggested Citation

  • Nathalie Fleck & Virginie Maille, 2010. "Trente ans de travaux contradictoires sur l'influence de la congruence perçue par le consommateur: synthèse, limites et voies de recherche," Post-Print hal-02055271, HAL.
    • Handle: RePEc:hal:journl:hal-02055271
    DOI: 10.1177/076737011002500404
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.
    2. Jean-François Toti & Oliviane Brodin, 2020. "Les effets du détournement publicitaire à caractère militant sur la marque détournée," Post-Print hal-03349475, HAL.
    3. Ivan Dufeu & Jean-Marc Ferrandi & Patrick Gabriel & Marine Le Gall-Ely, 2014. "Socio-environmental multi-labelling and consumer willingness to pay [Multi-labellisation socio-environnementale et consentement à payer du consommateur]," Post-Print hal-02794529, HAL.
    4. Gaëlle Pantin-Sohier & Caroline Lancelot Miltgen, 2012. "L'impact des stimuli informationnels d'un nouveau produit alimentaire sur les réactions affectives et cognitives du consommateur," Post-Print hal-01117036, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-02055271. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.