{"title":"Congruency or incongruency: a theoretical framework and opportunities for future research avenues","authors":"Andreas Eklund, Miralem Helmefalk","doi":"10.1108/jpbm-03-2020-2795","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThe purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.\n\n\nDesign/methodology/approach\nA semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.\n\n\nFindings\nFirstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.\n\n\nResearch limitations/implications\nA theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.\n\n\nPractical implications\nThe review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.\n\n\nOriginality/value\nThe developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.\n","PeriodicalId":48172,"journal":{"name":"Journal of Product and Brand Management","volume":null,"pages":null},"PeriodicalIF":5.2000,"publicationDate":"2021-07-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"12","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product and Brand Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jpbm-03-2020-2795","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 12
Abstract
Purpose
The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres.
Design/methodology/approach
A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain.
Findings
Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research.
Research limitations/implications
A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain.
Practical implications
The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres.
Originality/value
The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.
期刊介绍:
Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.