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Uncovering the links between brand choice and personal values among young British and Spanish girls
Author(s) -
Dibley Anne,
Baker Susan
Publication year - 2001
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.55
Subject(s) - laddering , friendship , dimension (graph theory) , value (mathematics) , advertising , scope (computer science) , marketing , sociology , psychology , social psychology , business , mathematics , computer science , statistics , pure mathematics , programming language
This paper presents empirical research which demonstrates how snacks brands can satisfy certain personal values for female 11–12 year‐old British and Spanish consumers. The qualitative research design uses a means‐end approach, based on a laddering technique, to uncover the links between brand choice and personal values. After reviewing the means‐end model and other relevant theory, the research methodology and design are presented in detail. The findings reveal significant scope for positioning snacks brands using the values of well being and fun and enjoyment (UK and Spain), while the value of friendship and belonging emerges as an extra dimension for the British respondents. Copyright © 2001 Henry Stewart Publications.