Big Five Personality Traits and Brand Evangelism

Abstract

The objective of the study is to understand the relationships between each of the Big Five Personality Traits and the concept of brand evangelism. The hypotheses tested are whether brand evangelism relates to each of the Big 5 Personality Traits consisting of extraversion, openness, conscientiousness, neuroticism and agreeableness. A brand evangelist frequently exhibits a strong desire to influence consumption behavior. The research method of this study was based on the implementation of 528 self-administered questionnaires. The results include descriptive characteristics, Cronbach's alphas, correlations and a multivariate regression model for testing the hypotheses. The results of the overall regression model show significance. Brand evangelism is significantly related to extraversion, openness and neuroticism. Future research is also discussed as understanding these personality traits and what drives individuals with these traits to become brand evangelists can strengthen a company's success with its brand(s).

A model of the relationships between the Big Five personality traits and the motivations to deliver word-of-mouth online

“…Interestingly, the Agreeableness does not significantly influence any motivation to generate eWOM. This result is consistent with those obtained by Doss andCarstens (2014) andVazifeehdost, Akbari, andCharsted (2012), who show that Agreeableness does not influence the tendency to talk about brands. In conclusion, people do not provide word-of-mouth just because they are kind and altruistic, but because of the personal recompenses they could get by engaging in eWOM activities online -increased self-esteem and improved social relationships.…”

“…Among the research endeavours that investigate the associations between the Big Five traits and the inclination to spread word-of-mouth, we can recall here the studies conducted by Doss and Carstens (2014) and Kautish (2010). Both of them focus on the influence of the personality traits on brand evangelism.…”

Customer Advocacy: A Distinctive Form of Word of Mouth

“…The umbrella concept of WOM also encompasses several related terms used to describe WOM givers. Doss and Carstens (2014) usefully distinguish several key terms. For example, market mavens display a comprehensive understanding of multiple products and brands but do not necessarily seek to influence consumption behavior (Feick and Price 1987).…”

The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality

“…Those studies have validated the notion of examining effectiveness of celebrity endorsement towards the endorsed brand as a needful in addressing to research gaps in Sri Lankan context. Meanwhile, Becerra and Badrinarayanan [13], Doss and Carstens [14], Tzoumaka et al [11] and Dissanayake [7] have referred brand-relationship behaviors as a notable concept to be examined with the effectiveness of celebrity endorsement. Further, Aaker [15] referred that brand personality as a concept of brand related property which is perceived to consumers.…”

“…As per the research problem rationalized, this paper has been based on the overall research questions of "What is the influence of Perceived Effectiveness of Celebrity Endorsement (PECE) on perceived Brand Personality (PBP) as a context of Brand-Related Behavior?" [13][14][15][16][17][18]. …”