The Value-Congruity Relationship Model

Abstract

Marketers have always aimed at improving quality of relationship with consumers. Recent efforts exploring into brand-consumer relationships indicates that individuals use the interpersonal relationship elements to forge associations with brands and stores. This paper draws from interpersonal literature to develop a value-congruity model of relationship where four district circles are identified. Each circle is associated with a set of values and relationship progression is conceived of as a movement inwards based on value-congruity.