Skip to Main content Skip to Navigation
Journal articles

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

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 paper 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.
Document type :
Journal articles
Complete list of metadata

Cited literature [120 references]  Display  Hide  Download

https://hal.archives-ouvertes.fr/hal-02086666
Contributor : Christophe Bezes <>
Submitted on : Monday, April 1, 2019 - 3:01:31 PM
Last modification on : Wednesday, October 14, 2020 - 4:15:51 AM
Long-term archiving on: : Tuesday, July 2, 2019 - 2:06:56 PM

File

RAM English (1).pdf
Files produced by the author(s)

Identifiers

Citation

Christophe Bezes, Maria Mercanti-Guérin. Similarity in marketing: Scope, measurement, and fields of application. Recherche et Applications en Marketing (English Edition), SAGE Publications, 2017, 32 (1), pp.83-105. ⟨10.1177/2051570716676258⟩. ⟨hal-02086666⟩

Share

Metrics

Record views

103

Files downloads

325