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Predicting brand preferences: an examination of the predictive power of consumer personality and values in the Australian fashion market

Casidy Mulyanegara, Riza and Tsarenko, Yelena 2009, Predicting brand preferences: an examination of the predictive power of consumer personality and values in the Australian fashion market, Journal of fashion marketing and management, vol. 13, no. 3, pp. 358-371, doi: 10.1108/13612020910974492.

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Title Predicting brand preferences: an examination of the predictive power of consumer personality and values in the Australian fashion market
Author(s) Casidy Mulyanegara, RizaORCID iD for Casidy Mulyanegara, Riza orcid.org/0000-0002-6836-245X
Tsarenko, Yelena
Journal name Journal of fashion marketing and management
Volume number 13
Issue number 3
Start page 358
End page 371
Total pages 14
Publisher Emerald Group
Place of publication Bingley, England
Publication date 2009
ISSN 1361-2026
Keyword(s) brand image
consumers
consumer behaviour
individual psychology
Summary Purpose –
This paper aims to examine and compare the strength of personality and values in predicting brand preferences. It seeks to accomplish three main objectives. First, it will evaluate the strength of personality and values in predicting consumers' brand preferences. Second, it will examine whether values exercise a mediating role between personality and brand preferences. Finally, it will examine the mediating role of prestige sensitivity in influencing brand preferences.

Design/methodology/approach – 
The study opted to use a quantitative approach involving 251 undergraduate students as the study participants. The constructs used in the study are taken from existing scales as well as self-developed branding scales. Structural equation modeling technique is utilised for data analysis.

Findings –
The paper provides empirical insights about how personality and values together affect brand preferences. It suggests that values are indeed better predictors of brand preferences and exercise both direct and indirect effects on brand preferences through the mediating role of prestige sensitivity.

Research limitations/implications –
Because of the self-report method used for personality assessment, there may be bias in terms of the nature of respondents' personality as expressed in the questionnaire.

Practical implications –
The paper suggests implications for the development of a strong brand personality which can appeal to both consumer personality and values.

Originality/value –
This paper poses interesting insights and empirical evidence with regard to the predictive power of personality and values on brand preferences within a fashion context.
Language eng
DOI 10.1108/13612020910974492
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2009, Emerald
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061053

Document type: Journal Article
Collections: School of Management and Marketing
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Created: Wed, 26 Feb 2014, 11:57:20 EST by Riza Casidy

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.