Brand evangelism and big five personality traits
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Mar 12, 2017
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Abstract
A brand evangelist has a strong influence on consumption behavior, yet some personality traits affect his/her brand evangelism. The objective of this study is to understand the relationships between brand evangelism and the Big Five personality traits (i.e., extraversion, openness, conscientiousness, neuroticism, and agreeableness). The study was conducted on 385 car owners in Muş. The results include descriptive characteristics, exploratory factor analysis, correlation, t-test, and a multivariate regression model for testing the hypotheses. The results show that brand evangelism is significantly related to extraversion and openness. In addition, women exhibit more agreeableness, neuroticism, and conscientiousness than men, who are more open than women; no significant difference exists between them in terms of extraversion.
Keywords: Extraversion, Conscientiousness, Neuroticism, Agreeableness; Openness, Brand Evangelism;
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References
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Schmitt, D.P., Realo, A., Voracek, M., & Allik, J. (2008). Why Can't a Man Be More Like a Woman? Sex Differences in Big Five Personality Traits across 55 Cultures. Journal of Personality and Social Psychology, 94(1), 168.
Vazifehdoost, H., Akbari, M., & Charsted, P. (2012). The Role of Psychological Traits in Market Mavensim Using Big Five Model. International Journal of Management and Business Research, 2(3), 243-252.
White, J. K., Hendrick, S. S., & Hendrick, C. (2004). Big Five Personality Variables and Relationship Constructs” Personality and Individual Differences, 37(7), 1519–1530.
Wimber, J., & Springer, K. (2009). Power evangelism. Gospel Light Publications.
Yahaya, N., Taib, M. A. B. M., Ismail, J., Shariff, Z., Yahaya, A., Boon, Y., & Hashim, S. (2011). Relationship between leadership personality types and source of power and leadership styles among managers. African Journal of Business Management, 5(22), 9635.
Belk, R., (2003). Men and Their Machines. Advances in Consumer Research, 31, 273–78.
Bevolo, M., & Brand, R. (2003). Brand Design for the Long Term. Design Management Journal, 14(1), 33–39.
Bloch, P.H. (1986).The Product Enthusiast: Implications for Marketing Strategy, Journal of Consumer Marketing, 3(3), 51-61.
Costa, P.T., & McCrae, R.R. (1985). The NEO Personality Inventory Manual. Odessa, FL: Psychological Assessment Resources.
Costa, P.T., & McCrae, R.R. (1992). Normal Personality Assessment in Clinical Practice: The NEO Personality Inventory. Psychological Assessment, 4(1), 5.
Costa Jr, P., Terracciano, A. & McCrae, R.R. (2001). Gender Differences in Personality Traits across Cultures: Robust and Surprising Findings. Journal of Personality and Social Psychology, 81(2), 322.
Doss, S.K. (2010). Spreadıng The Good Word”: Toward an Understandıng of Brand Evangelısm, University of Texas-Pan American, Phd.Thesis.
Doss, S.K. (2014). Spreading the Good Word: Toward an Understanding of Brand Evangelism. Journal of Management and Marketing Research, 14, 1–15.
Doss, S.K. & Carstens, D.S. (2014). Big Five Personality Traits and Brand Evangelism. International Journal of Marketing Studies, 6(3), 13.
Elliott, M.T. & Warfield, A.E. (1993). Do Market Mavens Categorize Brands Differently?. Advances in Consumer Research, 20(1).
Feingold, A. (1994). Gender Differences in Personality: A Meta-Analysis. Psychological Bulletin, 116, 429–456.
Gnambs, T. & Batinic, B. (2012). A Personality‐Competence Model of Opinion Leadership. Psychology & Marketing, 29(8), 606-621.
Hyde, J. S. (2005). The Gender Similarities Hypothesis. American Psychologist, 60, 581–592.
John, O.P., & Srivastava, S. (1999). The Big Five-Trait Taxonomy: History, Measurement, and Theoretical Perspectives. Handbook of Personality: Theory and Research, 2(1999), 102-138.
Kautish, P. (2010). Empirical Study on Influence of Extraversion on Consumer Passion and Brand Evangelism with word-of-mouth Communication. Review of Economic and Business Studies (REBS), 6, 187-198.
Kemp, E., Childers, C. Y. & Williams, K. H, (2012). A Tale of a Musical City: Fostering Self-Brand Connection Among Residents of Austin, Texas. Place Branding and Public Diplomacy, 8(2), 147-157.
Lin, L.Y. (2010). The relationship of Consumer Personality Trait, Brand Personality and Brand Loyalty: an Empiricalnstudy of Toys and Video Games Buyers. Journal of Product & Brand Management, 19(1), 4–17.
Lopes, P. N., Salovey, P., & Straus, R. (2003). Emotional Intelligence, Personality, and the Perceived Quality of Social Relationships. Personality and Individual Differences, 35(3), 641-658.
Matzler, K., Bidmon, S., & Grabner, K.S. (2006). Individual Determinants of Brand Affect: The Role of The Personality Traits of Extraversion And Openness To Experience. Journal of Product & Brand Management, 15(7), 427–434.
Matzler, K., Pichler, E.A., & Hemetsberger, A. (2007). Who is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism. Marketing Theory and Applications, 18, 25-32.
McCrae, R.R., & John, O.P. (1992). An Introduction to the Five‐Factor Model and its Applications. Journal of Pesonality, 60(2), 175-215.
McCrae, R.R. (2002). NEO-PI-R Data From 36 Cultures: Further Intercultural Comparisons. In R. R. Mccrae & j. Allik (eds.), The Five-Factor Model of Personality Across Cultures (PP. 105–125). New York: Kluwer Academic/Plenum Publishers.
Mooradian, T.A. (1996). Personality and Ad-Evoked Feelings: The Case for Extraversion and Neuroticism. Journal of the Academy of Marketing Science, 24(2), 99-109.
Mooradian & Scott K. Swan (2006), “Personalityand- Culture: The Case of National Extaversion and Word-of-Mouth,” Journal of Business Research, 59(6), 778–85.
Nadeem, M.M. (2007). Emergence of Customer-Centric Branding: From Boardroom Leadership to Self Broadcasting. Journal of American Academy of Business, 12(1), 44–49.
Norusis, M.J. (1993). SPSS® for Windows TM, Professional Statistics TM. Release 6.0. SPSS Inc. Chicago, IL
Nunnally, J. C., & Bernstein, I. (1978). Psychometry Theory. Columbus, OH: McGraw-Hill.
Pimentel, R.W & Reynolds, K.E. (2004). A Model for Consumer Devotion: Affective Commitment with Proactive Sustaining Behaviors, Academy of Marketing Science Review, 5, 1–45.
Rauschnabel, P., Ahuvia, A., Ivens, B., & Leischnig, A. (2015). The personality of brand lovers. In Consumer Brand Relationships (pp. 108-122). Palgrave Macmillan UK.
Riivits, A.I., Kaljund, K., &Leppiman, A. (2014). Consumer Journey from First Experience to Brand Evangelism. Research in Economics and Business: Central and Eastern Europe, 6(1).
Schmitt, D.P., Realo, A., Voracek, M., & Allik, J. (2008). Why Can't a Man Be More Like a Woman? Sex Differences in Big Five Personality Traits across 55 Cultures. Journal of Personality and Social Psychology, 94(1), 168.
Vazifehdoost, H., Akbari, M., & Charsted, P. (2012). The Role of Psychological Traits in Market Mavensim Using Big Five Model. International Journal of Management and Business Research, 2(3), 243-252.
White, J. K., Hendrick, S. S., & Hendrick, C. (2004). Big Five Personality Variables and Relationship Constructs” Personality and Individual Differences, 37(7), 1519–1530.
Wimber, J., & Springer, K. (2009). Power evangelism. Gospel Light Publications.
Yahaya, N., Taib, M. A. B. M., Ismail, J., Shariff, Z., Yahaya, A., Boon, Y., & Hashim, S. (2011). Relationship between leadership personality types and source of power and leadership styles among managers. African Journal of Business Management, 5(22), 9635.