Personal values and South African financial services brand preference
Personal values have become an important concept in consumer research. The authors test the value importance-brand preference link, compare brand preference value correlates with the universal content and structure recently proposed by Schwartz, and propose a method of market segmentation based on t...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
1994-03-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/838 |