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Books > Business & Economics > Business & management > Sales & marketing > Market research
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The Influence of Values on Consumer Behaviour - The value compass (Hardcover)
Loot Price: R4,621
Discovery Miles 46 210
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The Influence of Values on Consumer Behaviour - The value compass (Hardcover)
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Substantial progress has been made in the conceptualization of
values within psychology. The importance of values is also
acknowledged in marketing, and companies use values to describe the
core associations of their brand. Yet despite this, the values
concept has received limited attention in marketing theory. The
Influence of Values on Consumer Behaviour aims to bridge the gap
between the conceptual progress of values in psychology, and the
current practice in marketing and branding literature. It proposes
the 'Value Compass', a comprehensive value system that is
cross-culturally applicable to consumer behaviour and brand choice.
The values concept is used in psychology to identify the
motivations underlying behaviour, a concept that marketers have
borrowed to define brand values. This has led to conceptual
confusion. Whereas in psychology the values system is perceived as
an integrated structure, in marketing, values are treated as
abstract motivations that give importance to the benefits of
consumption. Attention in marketing has shifted away from brand
values toward brand personality, a set of human characteristics
associated with a brand. Despite its popularity, brand personality
has limitations in explaining consumer behaviour, while the
potential merits of a brand values concept have remained largely
unexplored. The 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. As such, it will be essential reading
for academics and postgraduate students in the fields of marketing,
consumer psychology, branding, consumer choice behaviour and
business studies.
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