Human values—life goals—guide our attitudes and actions. Brands such as Patagonia, TOMS, Warby Parker, Chobani, and Nike successfully position their marketing around human values such as safety, harmony, seeking pleasure, or social welfare. Evidently, consumers attach importance to brands whose values align with their own values. However, the alignment of values (value congruence) and the resulting effects on (re)purchasing behavior are scarcely discussed in the marketing literature. The effects of “traits” and “functional congruence” on purchasing behavior receive considerably more attention. Since human values are conceptually distinct from personality traits, the following question is posed: What is the role of value congruence in the process of consumer brand selection compared with that of trait and functional congruence. An online survey ( N = 1182) is conducted to study the effects of these different types of congruence on re-purchase intentions for a range of product categories. Multiple regression and mediation analyses reveal that value congruence is a significant predictor of re-purchase intentions and that it is more important than trait congruence for the categories of services and durables, but not for consumables. This study offers insights into when brand marketing should be aligned with personality traits and human values, respectively.

中文翻译：

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作为消费者品牌一致性中附加值的人类价值：与特征和功能要求的比较

人类价值观——人生目标——指导我们的态度和行动。Patagonia、TOMS、Warby Parker、Chobani 和 Nike 等品牌成功地围绕安全、和谐、寻求快乐或社会福利等人类价值观进行营销。显然，消费者重视与自身价值观相符的品牌。然而，市场营销文献中很少讨论价值的一致性（价值一致性）以及由此产生的对（再）购买行为的影响。“特质”和“功能一致性”对购买行为的影响受到更多关注。由于人类价值观在概念上不同于人格特质，因此提出了以下问题：与特质和功能一致相比，价值一致性在消费者品牌选择过程中的作用是什么？进行了一项在线调查 (N = 1182) 以研究这些不同类型的一致性对一系列产品类别的再购买意愿的影响。多元回归和中介分析表明，价值一致性是重购意愿的重要预测因素，对于服务和耐用品类别而言，价值一致性比特征一致性更重要，但对于消费品而言则不然。这项研究提供了有关品牌营销何时应分别与个性特征和人类价值观保持一致的见解。多元回归和中介分析表明，价值一致性是重购意愿的重要预测因子，对于服务和耐用品类别而言，价值一致性比特征一致性更重要，但对于消费品而言则不然。这项研究提供了有关品牌营销何时应分别与个性特征和人类价值观保持一致的见解。多元回归和中介分析表明，价值一致性是重购意愿的重要预测因子，对于服务和耐用品类别而言，价值一致性比特征一致性更重要，但对于消费品而言则不然。这项研究提供了有关品牌营销何时应分别与个性特征和人类价值观保持一致的见解。