Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research
Volume: 25, Issue: 4, Pages: 69 - 92
Published: Dec 1, 2010
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...
Paper Details
Title
Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research
Published Date
Dec 1, 2010
Volume
25
Issue
4
Pages
69 - 92
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Notes
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