Ronald holds a PhD in communication science and is a lecturer in Social marketing and Behaviour Change as well as Advertising and Consumer Psychology at the University of Twente. He is also active as an advisor and guest speaker via Science4business.nl. In addition, he is vice-chairman of the Non-Executive Board of Univé Dichtbij. His research focusses on sustainability and behaviour change.
Business & Economics
# Brand Value # Congruence # Human Values # Marketing # Purchase # Value Congruence
# Consumption Behavior # Introversion
Voorn, R. J. J. (2023). Brands, values and consumers: The importance of values in consumer behaviour. [PhD Thesis - Research UT, graduation UT, University of Twente]. University of Twente. https://doi.org/10.3990/1.9789036554602
Voorn, R. J. J., Galan Cubillo, E., Denkers, A., & Drylie Carey, L. (2022). Embracing sustainability: the unrevealed oxymoron?. Paper presented at Communicating Sustainability 2022, Glasgow, United Kingdom.
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. The 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. 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
UT Research Information System
Courses Academic Year 2023/2024
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.