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A conceptual model of consumer personality-brand preferences relationship

Mulyanegara, Riza and Tsarenko, Yelena 2005, A conceptual model of consumer personality-brand preferences relationship, in Proceedings of the Australian and New Zealand Marketing Academy Conference; ANZMAC 2005, ANZMAC, Perth, WA, pp. 58-64.

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Title A conceptual model of consumer personality-brand preferences relationship
Author(s) Mulyanegara, RizaORCID iD for Mulyanegara, Riza orcid.org/0000-0002-6836-245X
Tsarenko, Yelena
Conference name Australian and New Zealand Marketing Academy Conference (2005 : Perth, WA)
Conference location Perth, WA
Conference dates 5-7 Dec 2005
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference; ANZMAC 2005
Editor(s) [Unknown]
Publication date 2005
Conference series Australian and New Zealand Marketing Academy Conference
Start page 58
End page 64
Total pages 7
Publisher ANZMAC
Place of publication Perth, WA
Keyword(s) Consumer personality
Big five
Brand preferences
Consumer characteristics
Summary There have been a significant number of studies that investigate the antecedents to customers in forming their brand preferences. However, there is a dearth of research devoted to examining the role of customer personality in marketing. This conceptual paper attempts to cover this gap through examining the relationships between consumer personality and brand preference. We developed a conceptual model which is based on the Big Five theory of personality and show how this could be applied to the marketing context. It is proposed that human personality has a significant relationship with brand preferences.
ISBN 064645546X
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2005, ANZMAC
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061064

Document type: Conference Paper
Collections: School of Management and Marketing
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Created: Wed, 26 Feb 2014, 12:36:13 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.