It takes time to tango: The relative importance of values versus traits in consumer brand relationships

Abstract

Brand managers have several options in their quest to connect their brands with consumers. They may stress functional brand attributes and benefits, their brand's personality traits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open question, however. This article proposes that values may take on increased importance over time, as long‐term relationships (in general) require more than just getting the job done (functional aspect) or a sense of recognition (trait correspondence). What is required most of all is a correspondence between long‐term objectives and goals in life. Values are arguably the most relevant factor in longer relationships. An experiment was put together to determine if this is indeed the case. The results of our study suggest that values are indeed considered more important than traits in the case of longer relationships and that this is particularly true with decisions regarding prospective relationships and in the case of services.

How higher‐order personal values affect the purchase of electricity storage—Evidence from the German photovoltaic market

“…The connection between values and involvement was examined by O'Cass (2001) with the result that the involvement with an object is higher when it is strongly connected to the consumer's values. As for comparing values with personality traits, a study by Voorn et al (2018, p. 537) found that values were the stronger factors in a consumer–brand relationship. They played a greater role in future decisions than traits, which is an indication of the importance of values for purchasing decisions.…”

“…Individuals attempt to align their behavior with their values and tend to purchase products that match these values (Voorn et al, 2018). Therefore, values can contribute to consumer loyalty and prevent the consumer from switching brands (Voorn et al, 2021).…”

Brands, values and consumers: the importance of values in consumer behaviour

“…The longer the relationship with a brand lasts, the more important human values will become. This was demonstrated in a recent study conducted by Voorn et al (2018), which showed that when products or services are used over a longer period of time, the importance of values does increase in comparison to products or services that are only used for a shorter period of time. And as brand values play an important role when consumers select products or services they can identify with (Sihvonen, 2019;Stockburger-Sauer et al, 2012), it can be expected that the longer the relationship lasts, it will also increase the level of brand identification.…”

“…This is in particular the case when it is not possible to assess a service, not even after it has been purchased, unless you are an expert yourself, as is the case for credence services such as insurance, bank services or notary office assistance (Galetzka, Verhoeven, & Pruyn, 2006). As services pose more risk and uncertainty to consumers than products due to their lack of tangibility and veritable grounds to evaluate them, they may base their choice of services more on brand values than when they select products (Groeppel-Klein & Kobel, 2018;Mort & Rose, 2004;Voorn et al, 2018, Zhang & Bloemer, 2008. Compatibility in the importance awarded to values will decrease the perceived risk in such cases (Arts, Frambach, & Bijmolt, 2011;Rogers, 2003).…”

“…Examples of brands using purpose marketing are Patagonia, an outdoor sports company with an integrated focus on protecting the environment, Ben & Jerry's, an ice cream company with a focus on environmental and social causes, and Nike, that recently adopted the objective of protecting minorities in sports as the central theme for all their activities (Deloitte, 2021). The type of values grouped together that purpose brands concentrate on, such as taking care of the world at large and nature (universalism) or looking after the wellbeing of loved ones (benevolence), form the higher order values group of self-transcendent values (Schwartz, 2012;Voorn, van der Veen, van Rompay & Pruyn, 2018).…”