“…For example, Alsem, Wieringa, and Hendriks (2007) show that values have an effect on the type of newspaper people choose, and Zhang and Bloemer (2008) find that values positively influence satisfaction, trust, affective commitment, and loyalty toward clothing store and bank brands. While a small number of other marketing-related studies (e.g., Allen, 2002;Lorgnier, Chanavat, Su & O'Rourke, 2020;Shokri & Alavi, 2019;Susanty & Tresnaningrum, 2018) also focus on the effects that values have on buying behavior they often limit themselves to one product category, do not compare the effect of values with that of functional attributes or brand personality, do not distinguish between products that people use for shorter periods of time such as a soft drink or for longer periods of time such as a car, nor do they distinguish between the effect of self-transcendence, which seems so important for values-driven brands, versus self-enhancement values .…”