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Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements

Author

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  • R. J. J. Voorn

    (University of Twente
    University of Applied Sciences Utrecht)

  • G. Veen

    (University of Applied Sciences Utrecht)

  • T. J. L. Rompay

    (University of Twente)

  • S. M. Hegner

    (University of Twente)

  • A. T. H. Pruyn

    (University of Twente)

Abstract

Human values—life goals—guide our attitudes and actions. Brands such as Patagonia, TOMS, Warby Parker, Chobani, and Nike successfully position their marketing around human values such as safety, harmony, seeking pleasure, or social welfare. Evidently, consumers attach importance to brands whose values align with their own values. However, the alignment of values (value congruence) and the resulting effects on (re)purchasing behavior are scarcely discussed in the marketing literature. The effects of “traits” and “functional congruence” on purchasing behavior receive considerably more attention. Since human values are conceptually distinct from personality traits, the following question is posed: What is the role of value congruence in the process of consumer brand selection compared with that of trait and functional congruence. An online survey (N = 1182) is conducted to study the effects of these different types of congruence on re-purchase intentions for a range of product categories. Multiple regression and mediation analyses reveal that value congruence is a significant predictor of re-purchase intentions and that it is more important than trait congruence for the categories of services and durables, but not for consumables. This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.

Suggested Citation

  • R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn, 2021. "Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 48-59, January.
    • Handle: RePEc:pal:jobman:v:28:y:2021:i:1:d:10.1057_s41262-020-00210-w
    DOI: 10.1057/s41262-020-00210-w
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    2. Jiatong Dai & Guanghua Sheng, 2022. "Advertising strategies and sustainable development: The effects of green advertising appeals and subjective busyness on green purchase intention," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3421-3436, November.
    3. Shang-Pin Li & Ying-Hsiang Lin & Chih-Cheng Huang, 2022. "Application of the Innovative Model NIPA to Evaluate Service Satisfaction," Sustainability, MDPI, vol. 14(16), pages 1-14, August.
    4. Samuel Lins & João Areias & Rita Castro & Sibele Aquino, 2022. "What basic human values influence impulse buying and status consumption," Italian Journal of Marketing, Springer, vol. 2022(2), pages 233-248, June.

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