Brand evangelism and big five personality traits

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;

Influence of Celebrity Credibility on Brand Community Commitment towards Disaster Management Programs in Sri Lanka

“…Meanwhile, influence of celebrity endorsement has been empirically denoted in many studies with reference to brand trust and brand-related behaviors. Studies confirm celebrity endorsement as an effective tool to create perceived trust on endorsed-matter and commitment outcomes like brand relationship behaviors (Becerra & Badrinarayanan, 2013: Dissanayake & Ismail, 2015Doss & Carstens 2014;Kumara, 2016). Thus, paper hypothesizes celebrity credibility attributed by trustworthiness, expertness and attractiveness as the main independent variable that influence community commitment behavior and community trust.…”

“…The role of trust formed on cognitive belief towards behavioral actions like word-of mouth and loyalty is a referred in empirical studies (Delgado-Ballester, Munuera-Aleman, Yague-Guillen 2003; Koththagoda & Dissanayake, 2017). Additionally, the influential ability of trust on long term informational relationship commitment and brand evangelism related commitments has been denoted in recent studies (Albert & Merunka, 2013;Doss & Carstens, 2014) According to the case of this study, Sri Lankan media companies strategically initiated CSR and charity works. Those programs usually combine with branded attributes including community-connected brand name and positioning strategy on social responsibility with emotional attachment.…”

“…The effectiveness the credibility of celebrity endorsement has been empirically tested in many studies in relations to long term brand relationships and behavioral commitments (Albert & Merunka, 2013;Becerra & Badrinarayanan, 2013;Doss & Carstens, 2014;Hung, 2014;Spry et al, 2011). Celebrity credibility attributed by trustworthiness, expertise and attractiveness is an empirically and theoretically supported determinant influences behavioral commitment on endorsed-subjects (Dissanayake & Weerasiri, 2017;Hassana & Jamila, 2014;Hung, 2014;Karasiewicz & Kowalczuk, 2014;Muda, Musa, Mohamad & Borhan, 2014;Ohanion, 1990;Shimp, 2010).…”

Marka Bi̇lgi̇si̇ Ve Tüketi̇ci̇-Marka İlgi̇nli̇ği̇ni̇n Marka Evangeli̇zmi̇ne Etki̇si̇nde Dişa Dönüklük Ve Deneyi̇me Açiklik Ki̇şi̇li̇k Özelli̇kleri̇ni̇n Rolü

“…Ayrıca literatürde marka evangelizminin ikna etme özelliği dışında benzerlik gösterdiği ağızdan ağıza iletişimin, çeşitli değişkenlerle ilişkisinde dışa dönüklük ve deneyime açıklık kişilik özelliklerinin düzenleyici değişkenler olarak kullanıldığı araştırmalar yer almaktadır (Husnain vd., 2016;Majali ve Bohari , 2016). Bunun yanı sıra marka evangelizmi üzerinde kişilik özelliklerinin etkisini araştıran çalışmalar incelendiğinde dışa dönüklük ve deneyime açıklık kişilik özelliklerinin ele alındığı ve çoğu çalışmada her iki özelliğin marka evangelizmi üzerinde etkisi olduğu ortaya çıkarılmıştır (Matzler vd., 2007;Kautish 2010;Becerra ve Badrinarayanan, 2013;Doss ve Carstens, 2014;Aydın, 2017). Bu bulgulardan hareketle aşağıdaki hipotezler geliştirilmiştir:…”

“…Literatürde marka evangelizmi üzerinde kişilik özelliklerinin etkisini araştıran çalışmalar incelendiğinde dışa dönüklük ve deneyime açıklık kişilik özelliklerinin ele alındığı ve çoğu çalışmada her iki özelliğin marka evangelizmi üzerinde etkisi olduğu belirlenmiştir (Matzler vd., 2007;Kautish 2010;Becerra ve Badrinarayanan, 2013;Doss ve Carstens, 2014;Aydın, 2017). Bu doğrultuda marka bilgisi ve tüketici-marka ilginliğinin marka evangelizmi üzerindeki etkisinde dışa dönüklük ve deneyime açıklık kişilik özelliklerinin düzenleyici rollerini ortaya çıkarmak üzere yapılan analizler sonucunda dışa dönük kişilik özelliğinin marka bilgisinin marka evangelizmi üzerindeki etkisinde ve tüketici-marka ilginliğinin marka evangelizmi üzerindeki etkisinde düzenleyici bir rol üstlendiği görülmüştür.…”