TY  - GEN
AU  - TORELLI, CARLOS J
AU  - OZSOMER, AYSEGUL
TI  - Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?
PY  - 2012///
KW  - BRAND CONCEPTS
KW  - HUMAN VALUES
N2  - Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating thet abstract brabd concepts induce more favorable consumers responses than functional attributes, the author introduce a generalizable and robust structure of abstract brand concepts as representations of human values
ER  -