Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements

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.