Abstract
Original language | English |
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Number of pages | 7 |
Publication status | Published - 24 May 2016 |
Event | 45th EMAC Annual Conference 2016: Marketing in the age of data - Oslo, Norway Duration: 24 May 2016 → 27 May 2016 Conference number: 45 http://emac2016.emac-online.org/emac2016.org/index.html |
Conference
Conference | 45th EMAC Annual Conference 2016 |
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Abbreviated title | EMAC 2016 |
Country | Norway |
City | Oslo |
Period | 24/05/16 → 27/05/16 |
Internet address |
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The role of values in the consumer brand selection process. / Voorn, Ronaldus Johannes Jan; van der Veen, Gerrita; Hegner, Sabrina; Pruyn, Adriaan T.H.
2016. Poster session presented at 45th EMAC Annual Conference 2016, Oslo, Norway.Research output: Contribution to conference › Poster › Other research output
TY - CONF
T1 - The role of values in the consumer brand selection process
AU - Voorn, Ronaldus Johannes Jan
AU - van der Veen, Gerrita
AU - Hegner, Sabrina
AU - Pruyn, Adriaan T.H.
PY - 2016/5/24
Y1 - 2016/5/24
N2 - Although consumers currently give increasing importance to the values brands represent, limited attention appears to be paid to this subject throughout marketing literature. Therefore, our research addresses the role of values in the brand selection process. Based on a literature study, a conceptual model is presented that incorporates values into the self-congruence theory (Sirgy, 1982) that describes the process by which consumers determine a match between their desires and what brands offer them. A first quantitative survey shows evidence for the relevance of value-congruence for some but not all product categories. We offer several explanations why this might be the case.
AB - Although consumers currently give increasing importance to the values brands represent, limited attention appears to be paid to this subject throughout marketing literature. Therefore, our research addresses the role of values in the brand selection process. Based on a literature study, a conceptual model is presented that incorporates values into the self-congruence theory (Sirgy, 1982) that describes the process by which consumers determine a match between their desires and what brands offer them. A first quantitative survey shows evidence for the relevance of value-congruence for some but not all product categories. We offer several explanations why this might be the case.
M3 - Poster
ER -