Congruency or incongruency: a theoretical framework and opportunities for future research avenues

IF 5.2 2区 管理学 Q1 BUSINESS
Andreas Eklund, Miralem Helmefalk
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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.
一致或不一致:一个理论框架和未来研究途径的机会
目的本文的目的是概念化和提供一个未来的研究议程(在)一致性关于线索之间的产品,品牌和氛围。设计/方法/方法进行了半系统的文献综述。目的是评估,批评和综合(在)一致性,这是在文献中发现的分散和跨学科,并提出一个理论框架在营销领域。研究发现:在产品、品牌和氛围中,感觉线索和语义线索是相互关联的。它说明了这些线索是一致性的基础。其次,研究结果显示了一致性的各种理论基础。这些解释了一致性在哪里以及如何发生。最后,提出了一致性的理论框架和未来的研究议程,以促进进一步的研究。研究局限/启示一个理论框架的发展,以丰富的理论知识和理解(in)一致性在营销领域。实践启示:产品、品牌和氛围具有溢出效应。建议管理人员了解线索所携带的语义含义,以促进各种结果,并在修改(不)一致的产品、品牌和氛围线索时估计权衡。原创性/价值通过超越两个实体之间的匹配和契合,并通过揭示潜在机制及其结果,开发的理论框架推进并深化了营销领域(in)一致性的知识。
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来源期刊
CiteScore
10.90
自引率
19.60%
发文量
59
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.
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