2021
DOI: 10.35808/ersj/2223
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The Relationship between Consumers‘ Characteristics and the Expectations towards a Brand‘s Value

Abstract: Purpose: The subject of this article is the identification and evaluation of communicated values and values actually declared by consumers' gender and age.Design/Methodology/Approach: The article presents a research approach based on a literature query and empirical research. Beginning by presenting the essence of both material and non-material values in marketing, the focus is on the values pyramid communicated by brands. The empirical research was conducted by the method of a diagnostic survey using a questi… Show more

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