... Brand values differ in comparison with brand personality traits, in so far as they reflect more stable and durable brand motivations and intentions-such as a concern for safety, the environment, or equality-whereas brand personality traits, as with human personality traits, are merely descriptions of a brand's personality traits and typical behaviour styles (Aaker, 1997;Geuens et al., 2008). In line with research testifying to the importance of consumer-brand congruence, previous studies showed that when the perceived value of a brand matches with those of consumers (i.e., when brands become part of consumers' extended selves; Belk, 1988), this might not only lead to better financial accomplishments (Jonsen, Galunic, Weeks, & Braga, 2015) but also to attracting the right employees (Amos & Weathington, 2008), stronger staff loyalty and helpfulness (Wang, Fu, Qiu, Moore, & Wang, 2017), and better brand results (Alsem, Wieringa, & Hendriks, 2007;Zhang & Bloemer, 2008). This appears to be especially valid for services and products with which people have long-term relationships such as cars, laptops, banks, or insurance companies (Voorn, van der Veen, van Rompay, Hegner, & Pruyn, 2016). ...