摘要：AbstractThe study demonstrates the relationship between the brand engagement, depending on the structure of values in Slovak university students (N=307, AM age=22.3 years).The results show, that for the engagement of brand among Slovak university students the strongest predictor is factorpower,benevolence, hedonismandself-determination. Slovak university students attach engagement to brands according to display of certainpower, which may be related to satisfaction of social needs, with emphasis on interpersonal relationships. The perception of the engagement of the brand is associated with lower levels ofself-determination,benevolenceand higher level ofhedonism. Slovak university students can be reached by emphasizing social status and prestige leading to the satisfaction of social contact, highlighting the enjoyment of life and some sensuality with lower levels of independence, freedom, openness and loyalty, responsibility, sense of life.
关键词：brand;values;marketing communication;university students
