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Brand engagement for university students in depending on the structure of values

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F15%3A43873771" target="_blank" >RIV/70883521:28130/15:43873771 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Brand engagement for university students in depending on the structure of values

  • Original language description

    The study demonstrates the relationship between the brand engagement, depending on the structure of values in Slovak university students (N=307, AM age=22.3 years).The results show, that for the engagement of brand among Slovak university students the strongest predictor is factor power, benevolence, hedonism and self-determination. Slovak university students attach engagement to brands according to display of certainpower, which may be related to satisfaction of social needs, with emphasis on interpersonal relationships. The perception of the engagement of the brand is associated with lower levels of self-determination, benevolence and higher level of hedonism. Slovak university students can be reached by emphasizing social status and prestige leadingto the satisfaction of social contact, highlighting the enjoyment of life and some sensuality with lower levels of independence, freedom, openness and loyalty, responsibility, sense of life.

  • Czech name

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

    AJ - Literature, mass media, audio-visual activities

  • OECD FORD branch

Result continuities

  • Project

  • Continuities

    V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Others

  • Publication year

    2015

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Article name in the collection

    Procedia - Social and Behavioral Sciences

  • ISBN

  • ISSN

    1877-0428

  • e-ISSN

  • Number of pages

    5

  • Pages from-to

    2519-2523

  • Publisher name

    Elsevier

  • Place of publication

    USA

  • Event location

    Paris

  • Event date

    Jun 25, 2014

  • Type of event by nationality

    WRD - Celosvětová akce

  • UT code for WoS article