Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits

Abstract

Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.