Abstract
In modern consumer societies brands are closely tied to cultural context. Therefore, brands contain meanings that go far beyond functional characteristics. Consumers have become more and more culturally competent, being able to ‘read’ even complex brand meaning. Values are frequently named as being a central element of brand meaning. While it has been common for a long time to speak of brand values in the literature on branding, an increasing number of empirical studies underscoring the relevance of a brand values construct have only recently been published. However, this concept is not well-developed. Consequently, a sound instrument to measure brand values does not exist.
Chapter PDF
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Gaus, H., Jahn, S., Kiessling, T., Drengner, J. (2015). Developing a Scale to Measure Brand Values. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_14
Download citation
DOI: https://doi.org/10.1007/978-3-319-18687-0_14
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
eBook Packages: Business and EconomicsBusiness and Management (R0)