Brand concepts as representations of human values Do cultural congruity and compatibility between values matter?

By:

TORELLI, CARLOS J

Contributor(s):

OZSOMER, AYSEGUL

Material type:

Mixed materialsPublication details: 2012Description: 92-108Subject(s):

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/4	Available		P14466

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.

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