Fresh perspectives on brand management

Abstract

has become the most important scientific conference worldwide on the topic of brands. 193 people from 23 countries covering all 5 continents took part in the two-and-a-half-day conference, with around 80 double-blind reviewed papers overseen by 78 reviewers (acceptance rate: 72%), being presented and discussed. As local organisers, we wanted to take the conference further and take on a 'fresh' approach. Renewal and innovation relate to three areas in particular: (1) fresh topics, (2) fresh methods, (3) fresh practice-science-exchange.

Brands, values and consumers: the importance of values in consumer behaviour

“…Third study (Chapter 4) Study three, subsequently, focused on a very important and timely question for marketers, is there a difference in the effects on attitude toward the brand, perceived quality, and consideration to buy between brand messages based on different values? Using the recent emergence of values-driven brands, also often called purpose marketing, as a new and relevant topic in the field of marketing research as a starting point (Baumgarth et al, 2020), we compared the effects of brand messages based on two higher order value types, self-transcendence values versus self-enhancement values, on attitude towards the brand, perceived quality, and consideration to purchase a new brand. The main assumptions, based on additional literature, were that self-transcendent values are considered more important than self-enhancement values.…”

“…In study three we used the recent emergence of purpose marketing (Baumgarth, Boltz, Schmidt & Roper, 2020) to investigate this. An experiment (N = 1000) was organized to study whether a brand message based on self-transcending values would lead to stronger results in terms of attitude towards the brand, perceived quality, and consideration to buy than using a brand message based on selfenhancement values.…”

“…Now that studies one and two had shown that values play a more important role in consumer behavior than previously known, the next and third research question was whether there was also a difference between the effects on consumer behavior of different values. For this purpose, we used the recent rise of value-driven purpose marketing (Baumgarth et al, 2020) as an opportunity to examine how the effects of self-transcendent values, often used in this context, relate to those of their opposite, and non-purpose, the self-enhancement values. We organized an experiment to study this (see chapter 4).…”

“…Purpose marketing is fairly new (Buursink, 2020) and is not yet widely substantiated by scientific studies (Hajdas & Kleczek, 2021). It was recently considered a new and fresh topic by marketing scholars during the 14th Global Brand Conference, organized by the Academy of Marketing in 2019 (Baumgarth, Boltz, Schmidt & Roper, 2020).…”

“…In recent years, a growing number of companies are also trying to formulate clear goals for how they want to contribute to the society as a whole by, for example, becoming more sustainable or more inclusive, or otherwise contributing to the social development goals of the United Nations (Deloitte, 2019). Both the literature and practitioners (Baumgarth, Boltz, Schmidt & Roper, 2020) would therefore benefit from more insights into this. Therefore, the aim of this dissertation is to increase our understanding of the influence of values in consumer behavior.…”