A professional category positioning: The role of personal values and their influence on consumer perceptions

Abstract

A great deal has been written concerning values and their importance in the formation of attitudes in general; however, there are few studies that focus on specific attitudes, chiefly those that refer to brands or products. The present study seeks to identify possible influences of preponderant values in certain groups, on the way the position of brands, products or utilities are perceived. Besides refining a specific positioning scale for a professional category, whose positioning is gauged, the study reveals the existence of significant relationships between values and positioning, suggesting that the former may be antecedents of the latter.