A Measure of Brand Values: Cross-Cultural Implications For Brand Preferences

Carlos Torelli, University of Minnesota, USA
Aysegul Ozsomer, Koc University, Turkey
Sergio Carvalho, University of Manitoba, Canada
Hean Tat Keh, Natalia Maehle , Peking University, China; Norwegian School of Economics and Business Administration, Norway
This research extends existing work in brand personality and shows that consumers associate familiar brands with personal values. In four studies using multi-cultural samples of consumers from different countries, the authors developed a reliable and valid measure of the values associated with familiar consumer brands (brand values scale), and used this measure to predict cross-cultural patterns of brand preferences. Results suggest that the cultural dimensions of vertical-horizontal, individualism-collectivism predict consumers’ preferences for brands associated with culturally-congruent values. Brand values emerge as an important construct to better understand the relationships that multicultural consumers establish with their brands.
[ to cite ]:
Carlos Torelli, Aysegul Ozsomer, Sergio Carvalho, and Hean Tat Keh, Natalia Maehle (2009) ,"A Measure of Brand Values: Cross-Cultural Implications For Brand Preferences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 41-44.