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.
Proceedings of 'Broadening the boundaries', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2005), Fremantle, Western Australia, Australia, 05-07 December 2005,