Human values as added value (s) in consumer brand congruence

Authors Ronald Voorn, Gerrita van der Veen, T. J. L. van Rompay, Sabrina Hegner, Ad Pruyn
Published in Journal of Brand Management
Publication date 19 October 2020
Research groups Marketing & Customer Experience
Type Article


This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.

Language English
Published in Journal of Brand Management
Year and volume 28 1
Key words human values
Digital Object Identifier 10.1057/s41262-020-00210-w
Page range 48-59

Ronald Voorn