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General values have been increasingly used as a basis for market segmentation. While the content and structure of values have been extensively studied, the relationship between a values structure and implications for segmentation as well as brand appeal and media consumption has not been analyzed as thoroughly. The objectives of this research is to fill in the gap by: (1) demonstrating that there exists a universal value structure of six types; (2) identifying the segment typology by country and assessing similarities among clusters of countries and differences between countries; and (3) examining the relationship between segment typology and brand appeal and media consumption.
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