Impact of value structure on brand engagement depending on degree of self-esteem of adolescents

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Impact of value structure on brand engagement depending on degree of self-esteem of adolescents

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Impact of value structure on brand engagement depending on degree of self-esteem of adolescents

Popis výsledku anglicky

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

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AJ - Písemnictví, mas–media, audiovize

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2013

Kód důvěrnosti údajů

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

Název periodika

International Journal of Innovation and Applied Studies

ISSN

2028-9324

e-ISSN

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Svazek periodika

3

Číslo periodika v rámci svazku

4

Stát vydavatele periodika

MA - Marocké království

Počet stran výsledku

10

Strana od-do

931-940

Kód UT WoS článku

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EID výsledku v databázi Scopus

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