Ronald is a PhD candidate and lecturer in Advertising and Consumer Psychology at the University of Twente. He is also a lecturer / researcher at the HU, guest lecturer at a number of other universities and active as an advisor and guest speaker via Science4business.nl. In addition, he is a member of the Supervisory Board (of Univé Dichtbij, the Dutch Marketing Association , NIMA), NIMA Register Marketer and jury member for the Effies and the SAN Accents.
Business & Economics
# Added Value # Congruence # Human Values # Marketing # Purchase # Selection Process # Value Congruence
Voorn, R. J. J., van der Veen, G. , van Rompay, T. J. L. , Hegner, S. M. , & Pruyn, A. T. H. (2021). Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements. Journal of brand management, 28(1), 48–59. https://doi.org/10.1057/s41262-020-00210-w
Voorn, R., van der Veen, G. , van Rompay, T. J. L. , Hegner, S. M. , & Pruyn, A. T. H. (2018). The Importance of Values for Brand Purchase: A Managerial Contribution: An Abstract. In Marketing Transformation: Marketing Practice in an Ever Changing World: Proceedings of the 2017 Academy of Marketing Science (AMS) World Marketing Congress (WMC) (pp. 217-218). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-319-68750-6_64
Voorn, R. J. J., van der Veen, G. , van Rompay, T. J. L. , & Pruyn, A. T. H. (2018). It takes time to tango: The relative importance of values versus traits in consumer brand relationships. Journal of Consumer Behaviour, 17(6), 532-541. https://doi.org/10.1002/cb.1737
Voorn, R. J. J., van der Veen, G. , van Rompay, T. J. L. , Hegner, S. , & Pruyn, A. T. H. (2017). The importance of values for brand purchase: A managerial contribution. Abstract from 2017 AMS World Marketing Congress 2017, Christchurch , New Zealand.
Voorn, R. J. J., & Muntinga, D. (2017). Stronger brands in all product categories based on warmth and competence?. Paper presented at 5th International Consumer Brand Relations Conference 2017, Porto, Portugal.
UT Research Information System
Courses Academic Year 2021/2022
Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.