Fleck-Dousteyssier, Nathalie; Roux, Elyette; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2006
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...