In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.
In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new perspective to marketing science, by proposing a system of brand values that takes into account the developments in values theory. Values were tested in a number of rounds among a total of more than 3,000 respondents in the Netherlands and several other countries including Germany, Italy, and China.In this study, values that motivate consumer behavior were demonstrated to relate to each other as a consistent value system, labelled here as the Value Compass. We showed that the values with which brands profile themselves can be organized according to a similar structure as the human value system, which opens additional insights into the use of values to position brands, or to predict brand choice. The cross-cultural validation included in this book showed a high degree of equivalence of the Value Compass. This validation provided insight in the cross-cultural similarities in the structure of the value system, but it also emphasized the cross-cultural differences in priorities that individuals attach to certain values.
In order to be successful in today’s competitive environment, brands must have well-established identities. Therefore, during the branding process it is necessary to attribute personality traits and visual elements that best represent the desired identity of the brand. With the recent advances in communication, scholars have analyzed how different visual elements (e.g., logo, typography, color) can visually represent the desired brand personality. However, these elements are typically analyzed separately, since few studies show the association of personality traits with the set of visual elements of the brand (the well-known “visual identity”). Therefore, this work aims to develop a methodological framework that allows the design of visual identity based on the Dimensions of Brand Personality, by assigning a set of visual elements (colors, typographies, and shapes) to each dimension (Sincerity, Excitement, Competence, Sophistication and Ruggedness) suggested by Aaker in 1997. Through a quanti-quali approach, the associations suggested in the proposed framework were duly tested through the application of a questionnaire to a sample of consumers, to gather information about their perceptions. Preliminary results suggest that the proposed framework can successfully generate the desired brand personality perception in consumers, according to the design elements used for the creation of the visual brand identity.
The textile and clothing sector belongs to the world’s biggest economic activities. Producing textiles is highly energy-, water- and chemical-intensive and consequently the textile industry has a strong impact on environment and is regarded as the second greatest polluter of clean water. The European textile industry has taken significant steps taken in developing sustainable manufacturing processes and materials for example in water treatment and the development of biobased and recycled fibres. However, the large amount of harmful and toxic chemicals necessary, especially the synthetic colourants, i.e. the pigments and dyes used to colour the textile fibres and fabrics remains a serious concern. The limited range of alternative natural colourants that is available often fail the desired intensity and light stability and also are not provided at the affordable cost . The industrial partners and the branch organisations Modint and Contactgroep Textiel are actively searching for sustainable alternatives and have approached Avans to assist in the development of the colourants which led to the project Beauti-Fully Biobased Fibres project proposal. The objective of the Beauti-Fully Biobased Fibres project is to develop sustainable, renewable colourants with improved light fastness and colour intensity for colouration of (biobased) man-made textile fibres Avans University of Applied Science, Zuyd University of Applied Sciences, Wageningen University & Research, Maastricht University and representatives from the textile industry will actively collaborate in the project. Specific approaches have been identified which build on knowledge developed by the knowledge partners in earlier projects. These will now be used for designing sustainable, renewable colourants with the improved quality aspects of light fastness and intensity as required in the textile industry. The selected approaches include refining natural extracts, encapsulation and novel chemical modification of nano-particle surfaces with chromophores.
The textile and clothing sector belongs to the world’s biggest economic activities. Producing textiles is highly energy-, water- and chemical-intensive and consequently the textile industry has a strong impact on environment and is regarded as the second greatest polluter of clean water. The European textile industry has taken significant steps taken in developing sustainable manufacturing processes and materials for example in water treatment and the development of biobased and recycled fibres. However, the large amount of harmful and toxic chemicals necessary, especially the synthetic colourants, i.e. the pigments and dyes used to colour the textile fibres and fabrics remains a serious concern. The limited range of alternative natural colourants that is available often fail the desired intensity and light stability and also are not provided at the affordable cost . The industrial partners and the branch organisations Modint and Contactgroep Textiel are actively searching for sustainable alternatives and have approached Avans to assist in the development of the colourants which led to the project Beauti-Fully Biobased Fibres project proposal. The objective of the Beauti-Fully Biobased Fibres project is to develop sustainable, renewable colourants with improved light fastness and colour intensity for colouration of (biobased) man-made textile fibres Avans University of Applied Science, Zuyd University of Applied Sciences, Wageningen University & Research, Maastricht University and representatives from the textile industry will actively collaborate in the project. Specific approaches have been identified which build on knowledge developed by the knowledge partners in earlier projects. These will now be used for designing sustainable, renewable colourants with the improved quality aspects of light fastness and intensity as required in the textile industry. The selected approaches include refining natural extracts, encapsulation and novel chemical modification of nano-particle surfaces with chromophores.
The textile and clothing sector belongs to the world’s biggest economic activities. Producing textiles is highly energy-, water- and chemical-intensive and consequently the textile industry has a strong impact on environment and is regarded as the second greatest polluter of clean water. The European textile industry has taken significant steps taken in developing sustainable manufacturing processes and materials for example in water treatment and the development of biobased and recycled fibres. However, the large amount of harmful and toxic chemicals necessary, especially the synthetic colourants, i.e. the pigments and dyes used to colour the textile fibres and fabrics remains a serious concern. The limited range of alternative natural colourants that is available often fail the desired intensity and light stability and also are not provided at the affordable cost . The industrial partners and the branch organisations Modint and Contactgroep Textiel are actively searching for sustainable alternatives and have approached Avans to assist in the development of the colourants which led to the project Beauti-Fully Biobased Fibres project proposal. The objective of the Beauti-Fully Biobased Fibres project is to develop sustainable, renewable colourants with improved light fastness and colour intensity for colouration of (biobased) man-made textile fibres Avans University of Applied Science, Zuyd University of Applied Sciences, Wageningen University & Research, Maastricht University and representatives from the textile industry will actively collaborate in the project. Specific approaches have been identified which build on knowledge developed by the knowledge partners in earlier projects. These will now be used for designing sustainable, renewable colourants with the improved quality aspects of light fastness and intensity as required in the textile industry. The selected approaches include refining natural extracts, encapsulation and novel chemical modification of nano-particle surfaces with chromophores.
