Values, Brands, and Image


In this chapter, we deal with brands and two related concepts, an image and a personal (or social) value. Specifically, we organize the chapter in terms of three relationships: a) values and images, b) brands and images, and c) brands and values.

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Book Chapter

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Copyright © 2006 from Creating Images and the Psychology of Marketing Communication by Lynn R. Kahle and Chung-Hyun Kim. Reproduced by permission of Taylor and Francis Group, LLC, a division of Informa plc.

Copyright © 2006 Lawrence Erlbaum Associates. This chapter first appeared in Creating Images and the Psychology of Marketing Communication.

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