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Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure

Author

Listed:
  • Virginie Maille

    (SKEMA Business School - SKEMA Business School)

  • 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)

Abstract

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Suggested Citation

  • Virginie Maille & Nathalie Fleck, 2011. "Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure," Post-Print hal-02291857, HAL.
    • Handle: RePEc:hal:journl:hal-02291857
    DOI: 10.1177/205157071102600204
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    Cited by:

    1. Guitart, Ivan A. & Hervet, Guillaume, 2017. "The impact of contextual television ads on online conversions: An application in the insurance industry," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 480-498.
    2. Joonhyeong Joseph Kim & Insin Kim, 2018. "Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines," Sustainability, MDPI, vol. 10(7), pages 1-20, July.
    3. Ahmad, Fayez & Guzmán, Francisco & Al-Emran, Md, 2024. "Brand activism and the consequence of woke washing," Journal of Business Research, Elsevier, vol. 170(C).
    4. Jinjiang Cai & Jingjing Wu & Hongjie Zhang & Yifei Cai, 2023. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception," Sustainability, MDPI, vol. 15(5), pages 1-17, February.

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