R.J.J. Voorn PhD (Ronald)

Ronald holds a PhD in communication science and is a lecturer in 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 Supervisory Boards of Univé Dichtbij and non-executive boardmember of the Dutch Marketing Association (NIMA), member of the supervisory board of Plantation Porto Mari on Curacao and member of the advisory board of the Behaviour Club.

Business & Economics

# Brand Value
# Congruence
# Human Values
# Marketing
# Purchase
# Value Congruence

Social Sciences

# Consumption Behavior
# Introversion

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

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. 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

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