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. Attached Files Name Description MIMEType Size Downloads casidy-aconceptual-2005.pdf Published version application/pdf 297.49KB 256 Title A conceptual model of consumer personality-brand preferences relationship Author(s) 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: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Wed, 26 Feb 2014, 12:36:26 EST Thu, 27 Feb 2014, 07:27:35 EST Thu, 27 Feb 2014, 09:53:10 EST Fri, 28 Feb 2014, 07:13:12 EST Mon, 03 Mar 2014, 13:09:15 EST Mon, 03 Mar 2014, 14:45:46 EST Mon, 03 Mar 2014, 14:46:48 EST Mon, 10 Mar 2014, 09:47:44 EST Tue, 11 Mar 2014, 09:18:19 EST Mon, 17 Mar 2014, 10:48:47 EST Wed, 06 Dec 2017, 06:03:26 EST Fri, 07 Sep 2018, 16:57:33 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 632 Abstract Views, 257 File Downloads  -  Detailed Statistics Created: Wed, 26 Feb 2014, 12:36:13 EST by Riza Casidy