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The Value-Congruity Relationship Model

Author

Listed:
  • Kaul Subhashini
  • Khokle, Pradyumana
  • Koshy, Abraham

Abstract

Marketers have always aimed at improving quality of relationship with consumers. Recent efforts exploring into brand-consumer relationships indicates that individuals use the interpersonal relationship elements to forge associations with brands and stores. This paper draws from interpersonal literature to develop a value-congruity model of relationship where four district circles are identified. Each circle is associated with a set of values and relationship progression is conceived of as a movement inwards based on value-congruity.

Suggested Citation

  • Kaul Subhashini & Khokle, Pradyumana & Koshy, Abraham, 2006. "The Value-Congruity Relationship Model," IIMA Working Papers WP2006-10-07, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:wp01987
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