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This book presents a meaningful alternative to the brand personality concept and promotes the benefits of using the Value Compass for assessing the effects of brand values and personal values on consumer choice.

The Influence of Values on Consumer Behaviour

Introduction 1. Introduction Part I Literature Review 2. Values, Brands, and Culture Part II. Values and the Consumer 3. Development of the Value Compass 4. Description of the Value Compass Part III. Values and Branding 5. Brand Values and Brand Choice 6. Value Congruence 7. Brand Values Versus Brand Personality Part IV. The Value Compass and Culture 8. Cross-cultural Validity of the Value Compass Conclusion 9. Summary and Conclusions