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The Big Five and brand personality: investigating the impact of consumer personality on preferences towards particular brand personality

journal contribution
posted on 2009-01-01, 00:00 authored by R Casidy Mulyanegara, Y Tsarenko, A Anderson
The aim of this study was to explore the relationship between consumer personality and brand personality as measured by constructs refl ecting The Big Five dimensions in the context of fashion products. The fi ndings of the study show that some dimensions of The Big Five constructs are signifi cantly related to preferences on particular dimensions of brand personality. It was found that consumers who exhibit a Conscientious personality demonstrate preferences towards ‘ Trusted ’ brands. In contrast, those who are Extrovert in nature are motivated by ‘ Sociable ’ brands. Findings related to gender reveal that male and female consumers differ in how they express their personality when it comes to brand personality. Male respondents who are dominant on the Neuroticism dimension prefer ‘ Trusted ’ brand, whereas ‘ Trusted ’ brand is preferred by females who are dominant on the Conscientiousness dimension. The results of this study will inform brand managers about how to tailor specifi c marketing strategies such that brand personalities communicated to consumers are congruent with their personalities.

History

Journal

Journal of brand management

Volume

16

Issue

4

Pagination

234 - 247

Publisher

Palgrave Macmillan

Location

Basingstoke, England

ISSN

1350-231X

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2009, Palgrave Macmillan

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