The Link between Cross-Cultural Value Associations and Liking: The Case of Benetton and Its Advertising

This cross-cultural study explored the link between value associations and liking of a company and its advertising, using Benetton as a case in point.

The Link between Cross-Cultural Value Associations and Liking: The Case of Benetton and Its Advertising

Rosemary PolegatoMount Allison UniversityRune BjerkeOslo School of Management
Values associated with brands are driving consumer behavior. Value-sensitive...