Brand Engagement for University Students in Depending on the Structure of Values

Abstract

The study demonstrates the relationship between the brand engagement, depending on the structure of values in Slovak university students (N=307, AM age=22.3 years).The results show, that for the engagement of brand among Slovak university students the strongest predictor is factor power, benevolence, hedonism and self-determination. Slovak university students attach engagement to brands according to display of certain power, which may be related to satisfaction of social needs, with emphasis on interpersonal relationships. The perception of the engagement of the brand is associated with lower levels of self-determination, benevolence and higher level of hedonism. Slovak university students can be reached by emphasizing social status and prestige leading to the satisfaction of social contact, highlighting the enjoyment of life and some sensuality with lower levels of independence, freedom, openness and loyalty, responsibility, sense of life.