£131.87

Routledge - The Influence of Values on Consumer Behaviour

Name: Routledge - The Influence of Values on Consumer Behaviour
Brand: Routledge
Price: 131.87 GBP
Availability: InStock

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Description

Bridge the gap between psychological theory and marketing practice with this academic work from Routledge. While psychology has made significant progress in defining values, marketing theory has often overlooked this concept. This book addresses that gap by connecting deep psychological insights with current branding and marketing literature. Readers will explore how values drive consumer actions and how companies can better use these associations to define their brand identity. A central part of this study is the introduction of the 'Value Compass,' a comprehensive system designed to be applicable across different cultures. This makes it an essential resource for those looking to understand the underlying drivers of consumer behavior in a globalized market.

Key Features

Connects psychological value concepts with practical marketing and branding applications for a more complete understanding of consumer drivers.

Introduces the 'Value Compass,' a comprehensive value system developed to provide a structured way to analyze consumer motivations.

Offers a cross-culturally applicable framework, making the research useful for studying diverse global markets and consumer groups.

Addresses the existing gap in marketing theory by integrating established psychological research into the study of brand associations.

Provides professional insights into how companies use values to describe and strengthen the core associations of their brands.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138676470
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 02 August 2016
Listed Since: 30 January 2016

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Routledge - The Influence of Values on Consumer Behaviour

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