Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship
By Nathalie Fleck, P. Quester. 2007
254 citations recorded by the source corpus.
Subfields: Literature and Literary Theory, Marketing, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/2516e642ffd76ab14fb28baae878bf924e038c19
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In Literature and Literary Theory
In Marketing
- Erik L. Olson
- Virginie Maille
- Hans Mathias Thjømøe
- Nathalie Fleck
- C. Johnson
- T. Cornwell
- Carolin Plewa
- P. Quester
In Human-Computer Interaction
Citations in the corpus
- Explaining and Articulating the Fit Construct in Sponsorship (2011, background): “Fleck and Quester (2007) developed a five-item scale to measure relevancy and expectancy as two dimensions of fit, and found them to be highly correlated with a measure of “global fit,” but these construct measures did not provide a basis for understanding why a particular brand was relevant or…”
- Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, methodology): “…strong congruence is preferable, the other for which “moderate” incongruence can be more effective.2 Though there are many possible reasons for this divergence, one probably stems from the many different definitions and ways of measuring congruence (Fleck and Quester, 2007; Lee and Faber, 2007).”
- Sponsorship portfolio as a brand-image creation strategy (2011, background): “Classic definitions of perceived fit, however, ignore the knowledge that can tie seemingly disparate entities together (Fleck and Quester, 2007).”
- The Impact of Corporate Volunteering on CSR Image: A Consumer Perspective (2015, background): “The importance of fit or congruence is well established in the marketing literature, particularly in terms of sponsorship (Fleck and Quester, 2007), celebrity endorsements (Lynch and Schuler, 1994) and brand extensions (Echambadi, Arroniz, Reinartz and Lee, 2006).”
- Celebrities in Advertising: Looking for Congruence or Likability? (2012, unknown): “In all these cases, the aim is to assess the fit between a brand and another entity (a new product category, another brand, an event, or an individual; Fleck & Quester, 2007; Maille & Fleck, 2011).”