Erik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy.

• Introduction 1. Introduction Part I Literature Review 2. Values, Brands, and Culture Part II. Values and the Consumer 3. Development of the Value Compass 4. Description of the Value Compass Part III. Values and Branding 5. Brand Values and Brand Choice 6. Value Congruence 7. Brand Values Versus Brand Personality Part IV. The Value Compass and Culture 8. Cross-cultural Validity of the Value Compass Conclusion 9. Summary and Conclusions

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Erik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy.

• Introduction 1. Introduction Part I Literature Review 2. Values, Brands, and Culture Part II. Values and the Consumer 3. Development of the Value Compass 4. Description of the Value Compass Part III. Values and Branding 5. Brand Values and Brand Choice 6. Value Congruence 7. Brand Values Versus Brand Personality Part IV. The Value Compass and Culture 8. Cross-cultural Validity of the Value Compass Conclusion 9. Summary and Conclusions

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Erik Kostelijk is Senior Lecturer of Marketing at the International Business School of the University of Applied Sciences in Amsterdam, the Netherlands. Next to that, he works as Project Leader Research for Marklinq, the research institute of the Hanze University of Applied Sciences in Groningen, The Netherlands, and he has been engaged in teaching and research projects in a number of other countries, among which China, the USA, Lithuania, France, and Italy. By doing market research on image and market potential, he has advised many profit and not-for-profit organizations on their positioning strategy.

• Introduction 1. Introduction Part I Literature Review 2. Values, Brands, and Culture Part II. Values and the Consumer 3. Development of the Value Compass 4. Description of the Value Compass Part III. Values and Branding 5. Brand Values and Brand Choice 6. Value Congruence 7. Brand Values Versus Brand Personality Part IV. The Value Compass and Culture 8. Cross-cultural Validity of the Value Compass Conclusion 9. Summary and Conclusions

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