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This cross-cultural study explored the link between value associations and liking of a company and its advertising, using Benetton as a case in point. Through a self-completion questionnaire, respondents in Oslo, Kiel, and Bologna identified their personal values and the values they perceived in Benetton as a company, its advertising in general, and three Benetton print advertisements. They also reported on the extent to which they liked Benetton and its advertising. The empirical findings were illuminated further through an ethnographic exploration of how the respondents viewed the relationship between their personal values and their perception of brands. A clear directional match was found between the degree of value congruence and liking of Benetton and its advertising.
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