Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications …

This study is based on research focused on the importance of values in marketing communication. It looks into the effects of self-transcendent values as used by purpose brands, in comparison to self-enhancement values. In this context, values are important life goals on which the attitudes and actions …

Physical activity (PA) can have a substantial benefit in the prevention, treatment andrehabilitation of (breast) cancer. Wearable devices offer possibilities to monitor PA,to provide feedback and to set targets. Although the market for PA related wearabledevices is booming, the impact of these wearables …