The role of values in the consumer brand selection process

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

Research output: Contribution to conferencePosterOther research output


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 languageEnglish
Number of pages7
Publication statusPublished - 24 May 2016
Event45th EMAC Annual Conference 2016: Marketing in the age of data - Oslo, Norway
Duration: 24 May 201627 May 2016
Conference number: 45


Conference45th EMAC Annual Conference 2016
Abbreviated titleEMAC 2016
Internet address


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