How to Measure Brand Values?

Hansjoerg Gaus, Saarland University, Germany
Steffen Jahn, Chemnitz University of Technology, Germany
Tina Kiessling, Chemnitz University of Technology, Germany
Jan Drengner, Chemnitz University of Technology, Germany
In combining knowledge from psychological values research with results from branding and consumer research, we develop a theory-driven conceptualization of brand values. A multi-method study provides converging evidence for the existence of nine different brand value types and indicates that brands can be meaningfully differentiated on this basis. In addition, our findings corroborate the existence of three genuine brand value types, aesthetics, ecology, and health. Building upon Schwartz’s work in the field of human values, this research results in a scale measuring the nine brand value types in a valid and reliable way.
[ to cite ]:
Hansjoerg Gaus, Steffen Jahn, Tina Kiessling, and Jan Drengner (2010) ,"How to Measure Brand Values?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 697-698 .