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

Summary

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

researchcomponents.publicationcontent.personslist.publicationauthors

  • Ronald Voorn | Researcher | Marketing, Market Research and Innovation
    Ronald Voorn
    • Researcher
    • Research groups: Marketing & Customer Experience

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

Ronald Voorn

Ronald Voorn | Researcher | Marketing, Market Research and Innovation

Ronald Voorn

  • Researcher
  • Research group: Marketing & Customer Experience