Abstract:

The authors demonstrate the possibility of finding a user-friendly and efficient way to assess the value disposition of a respondent. A viable alternative to traditional (cumbersome and obtrusive) research techniques for measuring brand positions in a perceptual space is also illustrated. Based on a driver survey and historical data, this paper shows that values are linked to some economic behaviour and predicted shifts in the values of a population can be traced. Values, car brand positions, and loyalty, however, do not interrelate consistently, thereby limiting the use of values in strategic brand communication.