RT Journal Article
SR Electronic
T1 The Universality of Values: Implications for Global Advertising Strategy
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 301
OP 314
DO 10.2501/S0021849906060302
VO 46
IS 3
A1 Chow, Simeon
A1 Amir, Sarit
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/3/301.abstract
AB 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.