Congruency or incongruency: a theoretical framework and opportunities for future research avenues
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 31 July 2021
Issue publication date: 4 April 2022
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.
Keywords
Acknowledgements
The authors express their sincere gratitude to the editor(s) and anonymous reviewers. Your comments and suggestions have been invaluable, which has led to a significant improvement of the manuscript. Also, thank you to Mehtap Aldogan Eklund for providing valuable insights during the process.
Citation
Eklund, A.A. and Helmefalk, M. (2022), "Congruency or incongruency: a theoretical framework and opportunities for future research avenues", Journal of Product & Brand Management, Vol. 31 No. 4, pp. 606-621. https://doi.org/10.1108/JPBM-03-2020-2795
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited