Basic human values and brand personality preferences: a CAWI-based consumer choice study
DOI:
https://doi.org/10.15503/emet2025.28.39Keywords:
brand personality, brand loyalty, brand image, basic human valuesAbstract
Given that we live in a society characterised by pronounced consumerist habits and values, there is a growing need to understand both the patterns and the process of brand selection. The literature recognises brand personality as a phenomenon that broadly encompasses the individuality of a brand. As behaviour is also determined by the values individuals adhere to, this study examines the relationship between pre- ferred dimensions of brand personality and basic human values. CAWI approach was utilised to collect data. A convenience sample of 190 adult residents of Montenegro (62.6% female) filled out an online form of instruments (PVQ and BPS). The predict- ability of BPS dimensions is found to be limited, as significant correlations were found only with two higher-order values (Self-Enhancement and Self-Transcendence). The prediction is found to be the most efficient for brand personality dimensions: Sincerity (15%), Sophistication (12%), and Ruggedness (12%). Nearly 10% of the variance in each of the remaining two dimensions (Competence and Excitement) can be predicted based on PVQ dimensions.
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