Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?

Carlos J. Torelli, Ayşegül Özsomer, Sergio W. Carvalho, Hean Tat Keh, Natalia Maehle

Research output: Contribution to journalArticle

72 Scopus citations


Global brands are faced with the challenge of conveying concepts that not only are consistent across borders but also resonate with consumers of different cultures. Building on prior research indicating that abstract brand concepts induce more favorable consumer responses than functional attributes, the authors introduce a generalizable and robust structure of abstract brand concepts as representations of human values. Using three empirical studies conducted with respondents from eight countries, they demonstrate that this proposed structure is particularly useful for predicting (1) brand meanings that are compatible (vs. incompatible) with each other and, consequently, more (less) favorably accepted by consumers when added to an already established brand concept; (2) brand concepts that are more likely to resonate with consumers with differing cultural orientations; and (3) consumers' responses to attempts to imbue an established brand concept with new, (in)compatible abstract meanings as a function of their own cultural orientations.

Original languageEnglish (US)
Pages (from-to)92-108
Number of pages17
JournalJournal of Marketing
Issue number4
StatePublished - Jul 1 2012



  • Brand concepts
  • Cultural congruity
  • Cultural orientation
  • Global branding
  • Human values

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