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 |
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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.
Language | English |
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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 |