Sergio Carvalho

University of Manitoba

Associate Professor

SCHOLARLY PAPERS

1

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Scholarly Papers (1)

1.

Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility between Values Matter?

Journal of Marketing, 76 (4), 92-108, July 2012
Number of pages: 18 Posted: 29 Sep 2013
University of Minnesota - Twin Cities - Carlson School of Management, Koc University - Marketing, University of Manitoba, Monash University and Institute for Research in Economics and Business Administration (SNF)
Downloads 48 (533,657)

Abstract:

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Brand concepts, human values, cultural congruity, cultural orientation, global branding