This work analyses the relationship between personal consumer values and the tendency to use the brand name in consumption decisions. We hypothesized that the tendency to use brand name is influenced by consumer values and that there are differences between countries. Although brand name is an important issue in business strategies and brands are very important in the consumers’ lives, there is a little literature about their antecedents. A Web-based survey of two samples in Spain and Russia was carried out. Results show that nine of eleven values have significant effect on the tendency to use brand name. There is no difference between Spaniards and Russians in terms of the degree by which the values contribute to this explanation. There are differences in the values shown by consumers having high and low tendency to use brand name. Some personal values are antecedents of the tendency to use brand name –where there is a void in the literature– and it can help businesses recognize which ones can help in the design of marketing strategy.
Sarabia-Sanchez F.J and Ostrovskaya L.I., 2012, “Consumer Values and the Tendency to use the Brand Name in Purchase Decisions: A Comparison between Spain and Russia”, Marketing Management Journal, Volume 22, Issue 2, pp. 19-30.