The Importance of Values for Brand Purchase: A Managerial Contribution: An Abstract

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

“…Previous studies show that brand preference is influenced by the degree of congruence experienced between brand values and one's own values (Alsem et al, 2007;Zhang & Bloemer, 2008). However, the extent to which this applies differs between products and services and also appears to be influenced by the duration of the relationship between brands and consumers (Voorn et al, 2016). These latter predictions were investigated in the current study.…”

“…Once again it has become clear that the importance of values in consumers' choices can be more important than those of traits (Voorn et al, 2016). An additional outcome of our study is that the duration of the relationship appears to play an important part, especially in decisions involving the future and that in particular services might benefit from communicating relevant values to their consumers.…”

“…This also holds true for brand values (e.g. Aaker 1991;Alsem et al, 2007;Gutman, 1981;Rokeach, 1973;Voorn et al, 2016;Zhang & Bloemer, 2008). Increasingly, though brands seem to select issues relevant to society, they tend to find it more important to make their own value statements instead of selecting category values that consumers may find more important.…”

“…Alsem et al (2007) and Zhang & Bloemer (2008) were the first to show that value congruency -whereby there is a match between a person's personal values and the perceived values of a brandis an explanatory factor for behavioral effects. Voorn et al, (2016) subsequently showed that this may differ per type of product or service and that this mainly appears to be the case for durable products (e.g. cars and laptops) and services (e.g.…”

“…It may also be difficult to assess services by their technical or utilitarian properties (Darby & Karni, 1973;Galetzka, Verhoeven & Pruyn, 2006;Mort & Rose, 2004;Nelson, 1970Nelson, , 1974Zeithaml, 1981). Thus, because services bring along more risk and uncertainty, in so far as consumers lack tangible or concrete grounds for evaluation (Mitra, Reiss & Capella, 1999), consumers may primarily base their decisions on perceived brand values (Mort & Rose, 2004;Voorn et al, 2016). After all, finding compatibility with one's own values can reduce the feeling of risk (Arts, Frambach & Bijmolt, 2011;Rogers, 2003;Zhang & Bloemer, 2008).…”