Do Their Values Fit in With Mine? Analyzing the Importance of Congruence Between Consumers’ and Retailers’ Values

“Value-oriented management” is a buzzword in Marketing. From a scientific perspective, self-congruency theory indicates: a fit between consumers’ and retailers’ values could enhance images and spending. But as people seem to expect different values from retailers than from themselves, it is important to know exactly which values should be attributed.



Citation:

Andrea Groeppel-Klein and Sarah Kobel (2018) ,"Do Their Values Fit in With Mine? Analyzing the Importance of Congruence Between Consumers’ and Retailers’ Values", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 228-229.

Authors

Andrea Groeppel-Klein, Saarland University, Germany
Sarah Kobel, Saarland University, Germany



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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