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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/94309
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- Title
- A conceptual model of consumer personality-brand preferences relationship
- Author(s)
- Mulyanegara, Riza Casidy; Tsarenko, Yelena
- Abstract
- 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.
- Publication type
- Conference paper
- Source
- Proceedings of 'Broadening the boundaries', the Australian and New Zealand Marketing Academy Conference (ANZMAC 2005), Fremantle, Western Australia, Australia, 05-07 December 2005, pp. 58-64
- Publication year
- 2005
- FOR Code(s)
- 0806 Information Systems
- Keyword(s)
- Brand preferences; Consumer personality; Consumer characteristics; The Big Five
- Publisher
- Australian and New Zealand Marketing Academy
- ISBN
- 9780646455464, 064645546X
- Publisher URL
- http://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/
- Copyright
- Copyright © 2005 The authors. Published version of this paper reproduced here in accordance with the copyright policy of the publisher.
- Full text
- Peer reviewed
