Work

Similarity in marketing: Scope, measurement, and fields of application

Year: 2016

Type: article

Abstract: The concept of similarity is central to marketing research. Its fields of application are very varied. Yet this concept, which is more complex than it seems, is still poorly understood. It must be distinguished from other closely related concepts such as similitude, difference, fit, and congruence. This article shows that the type of similarity used (literal or relational) has different effects on consumers’ cognitive processes. This can dramatically alter the results of an experiment. The same applies to the type of measurement used.

Source: Recherche et Applications en Marketing (English Edition)

DOI: 10.1177/2051570716676258

Authors: Christophe Bèzes, Maria Mercanti-Guérin

Institution: Conservatoire National des Arts et Métiers

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2551892286

FWCI: 2.775

Cites: 142

Cited by: 9

Related to: 10