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 ManagementValues associated with brands are driving consumer behavior. Value-sensitive...
