IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2021v10i2p158-170.html
   My bibliography  Save this article

Towards a better application of brand values

Author

Listed:
  • Conejo, Francisco J.

    (University of Colorado Denver, USA)

Abstract

Despite the copious literature, the nature of values remains conceptually vague, being understood in different ways. Values are misconstrued by both academics and laypeople alike as whatever they choose them to mean. The former is no small issue as without knowing what exactly is meant readers understand the literature only partially. This misunderstanding may then lead to suboptimal applications of what authors pieces advocate for. At a broader level, specifying the values construct is essential for research and theory to develop in correct and coherent directions. Without getting too technical, this paper serves as a brief introduction (or refresher) to what values are, which ones are most common and how they might be better applied. By clarifying the values construct, the paper aims to improve practice. A better understanding of values stands to enhance segmentation, positioning and differentiation, rendering tactical branding efforts more effective.

Suggested Citation

  • Conejo, Francisco J., 2021. "Towards a better application of brand values," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(2), pages 158-170, September.
    • Handle: RePEc:aza:jbs000:y:2021:v:10:i:2:p:158-170
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/6628/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/6628/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    brand; meaning; values; Schwartz; marketing; psychology;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2021:v:10:i:2:p:158-170. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.