PT  - JOURNAL ARTICLE
AU  - Rosemary Polegato
AU  - Rune Bjerke
TI  - The Link between Cross-Cultural Value Associations and Liking: The Case of Benetton and Its Advertising
AID  - 10.2501/S0021849906060351
DP  - 2006 Sep 01
TA  - Journal of Advertising Research
PG  - 263--273
VI  - 46
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/46/3/263.short
4100  - http://www.journalofadvertisingresearch.com/content/46/3/263.full
SO  - J Advert Res2006 Sep 01; 46
AB  - 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.