Journal of Brand Management

, Volume 16, Issue 4, pp 234–247

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

  • Riza Casidy Mulyanegara
  • Yelena Tsarenko
  • Alastair Anderson
Paper

DOI: 10.1057/palgrave.bm.2550093

Cite this article as:
Mulyanegara, R., Tsarenko, Y. & Anderson, A. J Brand Manag (2009) 16: 234. doi:10.1057/palgrave.bm.2550093

Abstract

The aim of this study was to explore the relationship between consumer personality and brand personality as measured by constructs reflecting The Big Five dimensions in the context of fashion products. The findings of the study show that some dimensions of The Big Five constructs are significantly 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 while ‘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 specific marketing strategies such that brand personalities communicated to consumers are congruent with their personalities.

Keywords

personality brand personality the Big Five fashion 

Copyright information

© Palgrave Macmillan 2007

Authors and Affiliations

  • Riza Casidy Mulyanegara
    • 1
  • Yelena Tsarenko
    • 1
  • Alastair Anderson
    • 1
  1. 1.Department of MarketingMonash UniversityCaulfield EastAustralia

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