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 oktober 2020
Research groups Marketing en Customer Experience
Type Article

Summary

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

Language Engels
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

Neem contact met ons op

Meer publicaties