Effects of Personal Values on Brand Equity

Eda Gurel Atay, University of Oregon, USA
In the present research, a conceptual model of personal values, attitudes, attention, and brand equity is presented. The model suggests that if a positioning message is consistent with the personal values of a consumer, he or she forms more favorable attitudes toward the brand. In turn, attitudes lead to paying more attention to the brand, which results in higher brand equity. To test these hypotheses, an online study was conducted with 226 students. The findings showed that even a single message based on personal values is capable of increasing brand equity through attitudes and attention.
[ to cite ]:
Eda Gurel Atay (2009) ,"Effects of Personal Values on Brand Equity", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 225-232.