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 advertising was once the sometimes envied, most often avoided, terrain of Benetton. However, four decades after the founding of Benetton, brands and companies that have been drawn into the value-sensitive domain include The Body Shop, the Smart car and other "value-expressive" brands, a myriad of service companies throughout the world, the financial sector, oil companies (which are attempting...

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