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 & Customer Experience |
| Type | Artikel |
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 | https://doi.org/10.1057/s41262-020-00210-w |
| Page range | 48-59 |