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

Journal of Marketing

Volumn 76, Issue 4, 2012, Pages 92-108

  Torelli, Carlos J ^a   Özsomer, Ayşegül ^b   Carvalho, Sergio W ^c   Keh, Hean Tat ^d   Maehle, Natalia ^e  

^a UNIVERSITY OF MINNESOTA   (United States)

^b KOÇ UNIVERSITY   (Turkey)

^c UNIVERSITY OF MANITOBA   (Canada)

^d UNIVERSITY OF QUEENSLAND   (Australia)

^e Institute for Research in Economics and Business Administration   (Norway)

Author keywords

Brand concepts; Cultural congruity; Cultural orientation; Global branding; Human values

Indexed keywords

EID: 84864337680     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jm.10.0400     Document Type: Article

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