Erik Kostelijk

The Influence of Values on Consumer Behaviour (eBook, ePUB)

The value compass

• Format: ePub

Produktbeschreibung

This book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 240
• Erscheinungstermin: 5. August 2016
• Englisch
• ISBN-13: 9781317197072
• Artikelnr.: 45682404

Autorenporträt

Erik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy.

Inhaltsangabe

Introduction 1. Introduction Part I Literature Review 2. Values, Brands,
and Culture Part II. Values and the Consumer 3. Development of the Value
Compass 4. Description of the Value Compass Part III. Values and Branding
5. Brand Values and Brand Choice 6. Value Congruence 7. Brand Values Versus
Brand Personality Part IV. The Value Compass and Culture 8. Cross-cultural
Validity of the Value Compass Conclusion 9. Summary and Conclusions