Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research
- 1 December 2010
- journal article
- research article
- Published by SAGE Publications in Recherche et Applications en Marketing (English Edition)
- Vol. 25 (4), 69-92
- https://doi.org/10.1177/205157071002500404
Abstract
This article proposes a critical review of the concept of congruence and its effects. The literature is rich but contradictory, due sometimes to arguments over the concept of congruence and to a lack of attention to possible moderators. Future research should identify in which conditions moderate incongruence is more effective than congruence.Keywords
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