Brand-Consumer Relationship: The Congruence Between Consumer and Brand Values: NIVEA – CASE STUDY

Abstract

A prosperous brand is distinguished by its connection with consumers. With consumer and brand values and behaviors evolving increasingly, it is important to ascertain whether the alignment of both values is a crucial factor in strengthening their relationship and maintaining brand loyalty. Therefore, the objective of this research is to determine whether congruence between values is essential in fostering brand loyalty, using the brand Nivea as a case study. A quantitative research approach was employed, utilizing an online questionnaire to gather data from Nivea consumers. The results indicated a significant positive correlation between value congruence and brand loyalty, enhancing the existing literature on consumer-brand relationships. These findings provide Nivea valuable insights about the importance of aligning their values with those of their consumers to maintain and enhance loyalty