Impact of value structure on brand engagement depending on degree of self-esteem of adolescents
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F13%3A43870625" target="_blank" >RIV/70883521:28130/13:43870625 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Impact of value structure on brand engagement depending on degree of self-esteem of adolescents
Original language description
This research demonstrates the relationship between the brand engagement, depending on the structure of values and level of self-esteem in adolescents. The research methods was used: Rosenberg´s Self-esteem Scale Rosenberg,1965), Portrait Values Questionnaire (Schwartz, 1992, 1994, 1999), Brand engagement (Sprott, Czellar, Spangenberg, 2009). The final outcomes showed differences, as well as a certain correlation between the values, which are attributed to adolescents, and engagement attributed to brand. Cultural values are identified as influential factors for the brand engagement perception of the importance of adolescents depending on their level of self-esteem. Research shows the importance of recognition of the values for understanding and foresight of relations between values and attitudes towards brands, which reflect both their behavior and their social experience. The result provides recommendations for marketing communication to easier identification of compatible and antagon
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AJ - Literature, mass media, audio-visual activities
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Innovation and Applied Studies
ISSN
2028-9324
e-ISSN
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Volume of the periodical
3
Issue of the periodical within the volume
4
Country of publishing house
MA - MOROCCO
Number of pages
10
Pages from-to
931-940
UT code for WoS article
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EID of the result in the Scopus database
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