Human values as added value (s) in consumer brand congruence
a comparison with traits and functional requirementsHuman values as added value (s) in consumer brand congruence
a comparison with traits and functional requirementsSamenvatting
This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.
| Organisatie | Hogeschool Utrecht |
| Afdeling | Kenniscentrum Digital Business & Media |
| Lectoraat | Marketing en Customer Experience |
| Gepubliceerd in | Journal of Brand Management Vol. 28, Uitgave: 1, Pagina's: 48-59 |
| Datum | 2020-10-19 |
| Type | Artikel |
| DOI | 10.1057/s41262-020-00210-w |
| Taal | Engels |
