Comparing Value-Driven And Values-Driven Consumers
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Anheuser-Busch InBev’s Bud Light last year became a case study in how to destroy brand value with a sponsorship campaign that wasn’t aligned with the social values of many of its customers. The fiasco highlighted the importance of understanding what drives brand affinity.
In some cases, it’s the difference between two key consumer groups: ethical values-driven consumers and economic value-driven consumers, according to a report by artificial intelligence-driven researcher Resonate.
In some cases, it’s the difference between two key consumer groups: ethical values-driven consumers and economic value-driven consumers, according to a report by artificial intelligence-driven researcher Resonate.
