Hi there,
I am trying to understand the concept of incogruity in advertising. I came across very few articles to get my research going I will much appreciate if you could help me out. May be link me up with someone who has already done some work on it.
Regards
Ali
Dear Ali,
Miceal Dahlèn has written several articles about congruency and advertising (e.g. Article To Challenge or Not to Challenge: Ad-Brand Incongruency and ...
). The dissertation of Marjolein Moorman might also be helpful: https://pure.uva.nl/ws/files/3578113/48952_UBA002000966_03.pdfGood luck!
Komala
Dear Ali,
There are a lot of works on that topic (also look for incongruence and incongruency). If it can help, 2 references I can send to you:
- Fleck, Nathalie & Maille, Virginie (2010), « Thirty Years of Conflicting Studies on the Influence of Congruence as perceived by the Consumer: Overview, Limitations and Avenues for Research », Recherche et Applications en Marketing(English Edition), Vol. 25 Issue 4, p69-92.
- Fleck, Nathalie & Maille, Virginie (2011), « Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure », Recherche et Applications en Marketing(English Edition),Vol. 26 Issue 2, p77-113.
Nathalie
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