The Impact of Perceived Corporate Brand Values on Brand Preference: An Exploratory Empirical Study
- Topics:
- Brand Management,
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Marketing,
- University Of Lausanne
- Source:
- University of Lausanne
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Overview: In this paper, the authors' build on consumer-company identification and identity consumption theory to investigate the impact of perceived corporate values on brand preference. The authors' model proposes that brand value attractiveness (defined in terms of perceived corporate values and value importance) positively affects brand preference and that this main effect is moderated by individual differences (defined in terms of self-monitoring and materialism). The authors' expect that brand values should be more important for low self-monitors than for high self-monitors; in the same vein, non-materialists should give more weight to values in their preferences than materialists.
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Format: PDF | Size: 47KB | Date: Jan 2004 | Pages: 19
