Loyalty, Values, And Brand Perception In The Automotive Sector
Koen Timperman Gino de Vooght Claudia PutandBen DecockCompagnie CV
Information Need
As we have observed interesting data on the relationship between values and consumer behaviour (investing in shares or not, use of the Internet, buying magazines, possession of cell phones (and choice of operator), listening to radio stations) we wanted to investigate the relationship of values with car make preference, loyalty to car makes and brand perception.
In this paper, we want to elaborate on the feasibility of both assessing the motivational type (values) of respondents...