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

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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.

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Author information

Authors and Affiliations

  1. Department of Marketing, Monash University, S 7.18, Chisholm Tower, 26 Sir John Monash Drive, P.O. Box 197, Caulfield East, VIC 3145, Australia

    Riza Casidy Mulyanegara, Yelena Tsarenko & Alastair Anderson

Authors
  1. Riza Casidy Mulyanegara
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  2. Yelena Tsarenko
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  3. Alastair Anderson
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Corresponding author

Correspondence to Yelena Tsarenko.

Additional information

2graduated from the Kiev International University of Civil Aviation in Ukraine with a Bachelor (Hons) in Economics. After completing a PhD in Economics, she worked as a lecturer and later as an associate professor in the areas of Marketing and International Economics at the Kiev International University of Civil Aviation. She joined Monash University in 2000. She conducts research in the areas of consumer psychology and services marketing and has published in leading international marketing journals, including The Journal of Marketing Management and The Journal of Services Marketing.

APPENDIX

APPENDIX

Refined Brand Preference Scale

Table A1

Table 8 Table a1
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Mulyanegara, R., Tsarenko, Y. & Anderson, A. The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. J Brand Manag 16, 234–247 (2009). https://doi.org/10.1057/palgrave.bm.2550093

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  • DOI: https://doi.org/10.1057/palgrave.bm.2550093

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