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

Torelli, Carlos J., Ozsomer, Aysegul, Carvalho, Sergio W., Keh, Hean Tat and Maehle, Natalia (2012) Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?. Journal of Marketing, 76 4: 92-108. doi:10.1509/jm.10.0400


Author Torelli, Carlos J.
Ozsomer, Aysegul
Carvalho, Sergio W.
Keh, Hean Tat
Maehle, Natalia
Title Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?
Journal name Journal of Marketing   Check publisher's open access policy
ISSN 0022-2429
1547-7185
Publication date 2012-07
Sub-type Article (original research)
DOI 10.1509/jm.10.0400
Volume 76
Issue 4
Start page 92
End page 108
Total pages 17
Place of publication Chicago, IL, United States
Publisher American Marketing Association
Collection year 2013
Language eng
Abstract 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 that abstract brand concepts induce more favorable consumer responses than functional attributes, the authors introduce a generalizable and robust structure of abstract brand concepts as representations of human values. Using three empirical studies conducted with respondents from eight countries, they demonstrate that this proposed structure is particularly useful for predicting (1) brand meanings that are compatible (vs. incompatible) with each other and, consequently, more (less) favorably accepted by consumers when added to an already established brand concept; (2) brand concepts that are more likely to resonate with consumers with differing cultural orientations; and (3) consumers' responses to attempts to imbue an established brand concept with new, (in)compatible abstract meanings as a function of their own cultural orientations.
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
 
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Created: Tue, 15 May 2012, 12:19:13 EST by Karen Morgan on behalf of UQ Business School