It takes time to tango: The relative importance of values versus traits in consumer brand relationships

Auteurs Gerrita van der Veen , T. J. L. van Rompay , Ronald Voorn , Ad Pruyn
Gepubliceerd in Journal of Consumer Behaviour
Publicatiedatum 2018
Lectoraat Marketing & Customer Experience
Soort publicatie Artikel

Samenvatting

Brand managers have several options in their quest to connect their brands with consumers.They may stress functional brand attributes and benefits, their brand's personalitytraits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open question, however. This article proposes that values may take on increased importance over time, as long‐term relationships (in general) require more than just getting the job done (functional aspect) or a sense of recognition (trait correspondence). What is required most of all is a correspondence between long‐term objectives and goals in life. Values are arguably the most relevant factor in longer relationships. An experiment was put together to determine if this is indeed the case. The results of our study suggest that values are indeed considered more important than traits in the case of longer relationships and that this is particularly true with decisions regarding prospective relationships and in the case of services

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Taal Engels
Gepubliceerd in Journal of Consumer Behaviour
Trefwoorden Brands, Merken, Customer relationship management
Paginabereik 1-10

Gerrita van der Veen

Gerrita van der Veen | Directeur Digital Business & Media

Gerrita van der Veen

  • Lector
  • Lectoraat: Marketing & Customer Experience