This paper examines cause-marketing promotions and finds that fit between social causes
and consumer brands can be decomposed into ten “micro” sub-dimensions or two “macro” …

Congruence has long been discussed in the context of brand extensions and advertising,
particularly in terms of celebrity endorsement. Although just as relevant for sponsorship, the …

With the increasing concern for ecological issues among hotel customers, this study pursues
an investigation of customers' perceptions of hotels' core business in association with green …

Counterfeiting and imitation are major issues for luxury products and brands. This research
proposes a conceptualization of brand based on a semiotic approach and a typology of …

Cet article vise à mieux comprendre la consommation alimentaire à travers les
représentations mentales. Issu des sciences connexes au marketing, ce concept est …

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection
of scales in brand management. Scales are a critical tool for researchers measuring …

For thirty years, marketing research has regularly integrated the idea of perceived
“congruency” in its models. A disparate literature, difficult to organize in a coherent whole …

Voilà trente ans que la recherche marketing intègre régulièrement dans ses modèles la
notion de «congruence «perçue. De l'abondance des travaux et de la variété de leurs …

Purpose–Part of the steady decline of wine consumption in France might be attributed to a
growing criticism of the level of alcohol content of the wines. Recent declarative surveys …

Cet article présente les notions de catégories cognitives et de jugement de typicalité. Le
jugement de typicalité est lié à l'organisation catégorielle des connaisances. En tant que …