The role of values in the consumer brand selection process

Ronaldus Johannes Jan Voorn; Gerrita van der Veen; Sabrina Hegner; Adriaan T.H. Pruyn

The role of values in the consumer brand selection process

Ronaldus Johannes Jan Voorn, Gerrita van der Veen, Sabrina Hegner, Adriaan T.H. Pruyn

Communication Science

Research output: Contribution to conference › Poster

Abstract

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.

Original language	English
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
Abbreviated title	EMAC 2016
Country	Norway
City	Oslo
Period	24/05/16 → 27/05/16
Internet address	http://emac2016.emac-online.org/emac2016.org/index.html

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Cite this

Voorn, R. J. J., van der Veen, G., Hegner, S., & Pruyn, A. T. H. (2016). The role of values in the consumer brand selection process. Poster session presented at 45th EMAC Annual Conference 2016, Oslo, Norway.

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AU - Voorn, Ronaldus Johannes Jan

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AU - Hegner, Sabrina

AU - Pruyn, Adriaan T.H.

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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.

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