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 October 2020 |
| Research groups | Marketing & Customer Experience |
| Type | Article |
Summary
This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.