Brand Social Value Match is a key predictor of Brand Relationship and Brand Reputation.

Consumers have a stronger relationship with brands with social values that are perceived as matching their own.

Product Benefits Match is less important.

A match between a consumer’s expectation of product benefits and a brand’s offerings does not impact brand relationships as much as a match between social values.

US consumers are divided based on social values.

US consumers are very divided when it comes to social values depending on their demographic characteristics.

Traditional product brands dominate rankings.

Toyota, LG, and General Electric are brands that have the highest total match with US consumers.

Luxury brands have a low overall match with the average consumer.

This can be explained by the market positioning of luxury brands. Luxury brands primarily focus on affluent consumers compared to traditional brands like Toyota which target a broader market.

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