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

By Virginie Maille, Nathalie Fleck. 2011

71 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/8c99156122abcb97908d7c49daa1910da3b80c12

Citations in the corpus

• 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).”