Effects of Personal Values on Brand Equity

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.



Citation:

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.

Authors

Eda Gurel Atay, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.