R.J.J. Voorn MSc (Ronald)

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

Social Sciences

# Introversion

Faculty of Behavioural, Management and Social Sciences (BMS), Communication Science (CS)

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.

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