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

Rosemary Polegato and Rune Bjerke

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...

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