Brand strength: power through shared values
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2024-06-26
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en
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The impact of value congruence on brand strength is in today's competitive landscape important. By focusing on brand familiarity, brand remarkability and brand attitude as measurable indicators of brand strength, the essential role of value congruence is highlighted. The Schwartz Value Survey is used to measure value congruence, focusing on fundamental values that are universally recognized across cultures. This study focuses on examining the influence of value congruence between customers' personal values and their perception of brand values on brand strength. Despite the proven importance of value congruence in building and maintaining relationships, this aspect is often overlooked in research on brand strength. The results show that value congruence has a significant impact on brand strength. This research contributes to the literature by explaining the crucial role of value congruence in enhancing brand strength. It emphasizes the need to create an environment where customers and company values are aligned to improve brand strength. By focusing on value congruence and building brand strength, this research provides valuable insights for brand managers and marketers striving to strengthen brand relationships and gain competitive advantage in a competitive marketplace.
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Faculteit der Managementwetenschappen