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Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing, and companies use values to describe the core associations of their brand. Yet despite this, the values concept has received limited attention in marketing theory. "The Influence of Values on Consumer Behaviour" aims to bridge the gap between the conceptual progress of values in psychology, and the current practice in marketing and branding literature. It proposes the Value Compass, a comprehensive value system that is cross-culturally...