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

Ronald Voorn (Onderzoeker); Gerrita van der Veen (Lector); T. J. L. van Rompay (Onderzoeker); Sabrina Hegner (Onderzoeker); Ad Pruyn (Onderzoeker)

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

2020-10-19Economie & ManagementArtikel

The importance of values for brand purchase

Ronald Voorn (Onderzoeker); Gerrita van der Veen (Lector); T. J. L. van Rompay (Onderzoeker); Sabrina Hegner (Onderzoeker); Ad Pruyn (Onderzoeker)

Consumers currently place increasing importance on the values that companies represent. Modern values such as transparency, benevolence to society, sustainability and fairness are becoming more relevant, as noted by many major consulting firms among which are Nielsen (2013), the World Federation of Advertisers …

2017Economie & ManagementConferentiebijdrage

The role of values in the consumer brand selection process

Ronald Voorn (Lid Lectoraat); Gerrita van der Veen (Lector); Sabrina Hegner; Ad Pruyn

2016AlgemeenConferentiebijdrage

Product Type and Personality in Brand Relationships

Ronald Voorn (Lid Lectoraat); Ad Pruyn; Sabrina Hegner

This study investigated the influence of personality traits and the differential effect of product categories on brand love. Carroll and Ahuvia (2006) claim that it is relatively easier for hedonic and self-enhancing products to obtain brand love. Nevertheless, in relation to the field of consumer-brand …

2015-01-01Economie & ManagementBoekdeel

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

The importance of values for brand purchase

The role of values in the consumer brand selection process

Product Type and Personality in Brand Relationships

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