Core values

Core values refer to the belief systems that underlie consumer attitudes and behavior and that determine people's choices and desires over the long term.

Definitions

According to Marketing Management by Keller and Kotler (15th edition),

Core values. The belief systems that underlie consumer attitudes and behavior and that determine people's choices and desires over the long term.

According to Managing Quality by Foster (6th edition),

Core values. Beliefs central to a company's identity such that they can provide a basis for decision making.