The more concerned you are, the greener you are: The role of consumer personality towards adoption of biobased shopping bags

There are numerous cases in which when a particular brand launches a new product, customers or consumers would start to queue days before the launch of the product. Examples of such products are Apple IPhones and Samsung Galaxy among others. This phenomenon is a familiar occurrence in several countries such as New York, Japan and Singapore. Relating to brand personality, it was found to be significantly related to consumers’ personality. Compared to other studies, this study focuses on finding the relationship and effect of brand personality on consumer personality in order to identify the reasons as to why people were attracted to a particular product. The aim of this study was to investigate the correlation between brand personality and consumers’ personality among the undergraduate students in the Faculty of Management at Universiti Teknologi Malaysia. A descriptive-correlation research was conducted using questionnaires such as Aaker’s Brand Personality and big five personality. Based on random sampling, 242 questionnaires were collected from students in Faculty of Management, Universiti Teknologi Malaysia. The data was analyzed using Data Descriptive Statistics, Pearson Correlation, and Multiple Regression. The results indicated that the dimension of brand personality and dimension of consumers’ personality were highly correlated, in which both had high significance. Moreover, the multiple regression showed that brand personality could affect consumers’ personality. The results of this study can prove the relation between brand personality and consumers’ personality. It showed that through the brands that consumers used, the personality of the consumers could be predicted according to the knowledge about brand personality. DOI: 10.5901/mjss.2015.v6n5p175

The concept of consumer personality is an important area of research for consideration because it brings to the fore, the thoughts and motives why customers make certain choice in their purchase decisions. Sales personnel have increasingly found it difficult to understand factors consumers put into consideration in their purchase decisions, hence, it is expedient to investigate this, because if salespeople are not able to connect with certain elite clientele due to personality conflicts, the resources invested in them will likely yield an undesirable return. Some studies found that consumer personality is an important factor to increase sales volume of firms. As a result of this, firms are able to attain set objectives in areas of profit maximization, employee welfare, social welfare of the community and efficiency in day to day operations. The main objective of this study is to find out how consumer personality result to increase in sales of blackberry brands in Nigeria. This study adopts a quantitative approach to data collection through a structured questionnaire design. The sample population used were 100 students randomly selected among the entire population in Covenant University. The data collected were subjected to the Statistical Product for Social Scientist (SPSS Version 16). Descriptive and Regression Analysis was carried out and Pearson’s Product Correlation used to test the hypothesis. The result of the hypothesis shows that consumer personality is an attributing factor to increase in sales volume. This study finds that consumer personality has a positive impact on sales volume of blackberry brand. This study recommends that policy designers in the manufacturing and service sector could consider personality of consumers when determining their marketing mix elements.

The importance of social influencer marketing as a means of brand communication is consistently growing. This is hardly surprising, as social influencers have the advantage to be generally perceived as authentic testimonials who can communicate in a customized way to the consumer target group. Certain social influencers can even attract a larger audience than an average television production. Thus, it is crucial to know the success factors of an influencer marketing campaign. Until now, research has mainly focused on global measures of success such as different measures of number of followers, pagerank, or retweets. However, practitioners sometimes state that these measures are too superficial. This presumption becomes further substantiated by numerous examples of social influencer campaigns that failed, although the endorser fulfilled the above mentioned criteria. Often, the reasons for these failures lie in a mismatch between influencer and brand. Hence, practitioners speculate that it would be relevant to consider the triad of (a) social influencer personality, (b) brand personality, and (c) consumer personality. An exemplary follow-up question may be whether it is important that the personality of the social influencer matches one of the brands. The work at hand picks up on this chain of thoughts: It investigates whether the interplay of (1) personality congruence between influencer and brand, (2) the identification of the consumer with the influencer, and (3) the level of product involvement have effects on constructs of brand perception (brand attitude, brand trust) and brand behavior (purchase intention). For this purpose, stimulus material in the form of social influencer profiles and posts endorsing two well-known brands. Hypothesizes testing occurs by means of structural equation modeling. The results indicate that (1) personality congruence between influencer and brand is the most important success factor, followed by (2) identification. (3) The level of product involvement is nearly insignificant. Based on these findings, implications for management and further research are developed.

The advent of telecommunication technology saw a growth of mobile service providers, particularly in the Malaysian market. Each service provider tends to offer competitive packages in their quest to attract customers. Nevertheless, the purchase of mobile services indirectly is influenced by the customers and brand personality. Hence, brand personality management is a critical part of a company's marketing program in today's global market. Despite the importance of brand personality in academia and practice, very limited empirical research has examined the determinant roles of brand personality on actual consumer brand purchase, particularly mobile services. Given its great potential usability for marketers and brand managers, this study conceptualises and examines the impact of consumer personality on brand personality and its subsequent effect on the Malaysian consumers brand purchase, focusing specifically on mobile services purchase. The empirical evidence from the study suggests that the consumer personality's dimensions have significant relationship with the mobile services brand personality. However, the results of this study indicate no differentiation of impact for mobile services brand personality on the actual mobile services purchase.

Previous research examines the role of displayed positive emotions by contact personnel (DPE) impact on consumers' service satisfaction and behavioral intention. However, little work has been done on determining the origins of other differences in consumer characteristic responses to DPE, along with customers' satisfaction and patronage intention. This work focuses on the moderator role (i.e. gender and consumer's compliant personality) of consumer response to DPE Laboratory experiment results reveal females as generally more satisfied with contact personnel than males in DPE condition. Furthermore, male and female degree of compliance leads to decidedly different DPE consumer reactions. Highly compliant females respond more positively to DPE than less compliant females. In addition, highly compliant males respond less negatively to non-DPE than less compliant males. This study discusses implications for customized services theory and practitioners, and derives possible directions for future research.

Personality is an inner psychological term known as a set of specified factors distinguishing from an individual to other individuals. Such significant differences not only influence consumer behaviour and his/her reflection to a specific brand, but also lead to a variety of effective marketing strategies for brand manufacturers to meet the needs of consumers. The study mainly aims to investigate the relationship among consumer personality (CP), brand personality (BP), and word-of-mouth (WOM) while generation plays a moderating role with social-cognitive perspective through factor analysis, CP is divided into various types, including 'conservativeness', 'openness', 'conscientiousness', and 'extraversion'. On the other hand, BP is divided into 'excitement', 'ruggedness', 'competence', and 'sophistication'. Based on 405 collected samples of Nike shoes users, we use structural equation modelling to examine several hypotheses in this study. The empirical results indicate that: 1) BP serves as a partial mediator between CP and WOM; 2) Generation has the moderating effect on the relationship among CP, BP and WOM. Moreover, this study discovers that Nike has higher positive WOM when consumers tend to have conservativeness personalities or consider Nike as a competence brand.

本研究旨在探討消費者個性、品牌個性與口碑之間的關聯性，並以世代為調節變項。近幾年，將世代做為市場區隔在行銷中極為熱門，如何利用世代進行市場區隔，成為行銷的關鍵。本研究將針對NIKE 運動鞋的使用者作為研究樣本，共計收回546份，採用的問卷份數為405份。本研究透過線性結構化方程式模型，將消費者個性對品牌個性與口碑的影響進行實證分析，並驗證世代的調節效果。研究結果發現，消費者個性對口碑之影響中，品牌個性具有部分中介效果。同時經由調節效果分析可得知，不論是嬰兒潮世代、X世代或Y世代的消費者，在消費者個性、品牌個性與口碑之間皆具有部分調節效果。

This study aims to determine the relationships between brand personality, consumer personality, and consumer satisfaction in the cell phone industry in China. This study measured consumers perceived brand personality (competence, traditionalism, excitement, joyfulness, sophistication, and trendiness), their own personality (openness, conscientiousness, extroversion, agreeableness, neuroticism), and consumers satisfaction. Regression analysis was applied to analyze the relationship between brand personality, consumer personality, and consumer satisfaction. Results showed that brand personality competence, traditionalism, excitement were positively influenced by consumer personality conscientiousness, agreeableness, extroversion, and brand personality joyfulness was negatively influenced by consumer personality neuroticism. Also, results showed that consumer personality conscientiousness has positive influence on consumer satisfaction, whereas openness has a negative influence on consumer satisfaction. Further, consumer satisfaction is positively related to brand personality competence, traditionalism, and joyfulness. Implications and limitations were discussed.

Manuscript type: Research Article Research Aims: After the COVID-19 pandemic and during the pandemic, there has been a surge in the usage of ride-hailing services. The motivation objective of this study is to ascertain the causes behind the high consumer satisfaction with ride-hailing. This study examines the role of service quality, and price in driving consumer satisfaction, and the implications for electronic word of mouth mediated by customer personality. Design/methodology/approach: Using purposive sampling methods, 610 users of ride-hailing services were chosen as the sample for this study. Processing survey data through data analysis utilizing Smart-PLS 4.0 software and structural equation modeling. Research Finding: The results showed that service quality and price can change consumer personality to encourage consumer satisfaction so that customers are willing to electronic word of mouth. Consumer personality and consumer satisfaction can moderate prices for electronic word of mouth. Theoretical Contribution/Originality: This study contributes to the latest literature in the field of marketing, particularly in the online transportation service industry, by demonstrating that customer satisfaction is a key driver of willingness to engage in electronic word-of-mouth (eWOM). Consumer personality and price can enhance customer satisfaction, and both customer personality and satisfaction can mediate the effect of price on eWOM. Practitioner/Policy Implication: The study highlights key managerial implications for the online transportation industry. Prioritizing customer satisfaction, understanding consumer personalities, strategic pricing, and leveraging eWOM emerge as critical strategies. By tailoring approaches to enhance satisfaction, address varied personalities, and implement transparent pricing, businesses can drive positive eWOM and foster sustained growth. Research Limitation: The sample size in this study, comprising only 610 Indonesian ride-hailing service users, represents a limitation, potentially impacting the generalizability of the findings. Moreover, the study focuses solely on specific factors influencing customer satisfaction, namely service quality, price, and customer personality, overlooking other potential contributors such as brand preference, reputation, trust, ease of use, and safety. Additionally, the analysis utilizes SEM Smart-PLS 4.0 software with survey techniques, neglecting experimental or empirical research methods.

This study mainly investigates the relationships among consumer personality, customer satisfaction and repurchase intention. The present study collects 333 consumers of the online group buying to empirically investigate the relationships among consumer personality, consumer satisfaction and repurchase intention and examines the moderating effect of generation. By manipulating structural equation modeling (SEM), the research results indicate that customer satisfaction serves as a mediating effect between consumer personality and repurchase intention. The other findings specify the substantial moderating effect of generation in the relationships among consumer personality, customer satisfaction, and repurchase intention.

This chapter aims at demonstrating the relationship between perceived risk for private label products and consumer's personality traits. Because of that reason, the data was collected from 462 respondents who bought and used a private label food product at least one time in Bilecik between 15 March and 01 April 2019. This data was collected via convenience sampling methods. According to the findings, perceived risk for private label products and consumer's personality traits are statistically significant. There is a statistically significant relationship between perceived risk for private label products and consumer's personality traits.

Consumer's personality traits have a strong influence on their shopping behavior. Hence, e-tailers, rather than merely targeting broad consumer segments, should tailor their shop to those personality traits. However, there is no guidance on how e-tailers can assess a consumer's personality without relying on self-reported data. This study shows how consumers' personality traits can be predicted solely from their online browsing behavior. In a large-scale study, we demonstrate that a machine learning algorithm can predict the personality traits Need for cognition, Need for arousal, Lay rationalism and each of the Big 5 personality traits with accuracy comparable to well-known studies relying on social media data. We also establish that our algorithm is reliable in its predicted probabilities and is capable of making predictions of multiple personality traits in real time. Our research shows that e-tailers can quickly determine a consumer's personality traits and then dynamically adjust their online shop accordingly.

Purpose: This study is conducted to find the impact of consumer personality on their satisfaction and loyalty and eventually on their repeated purchases which will automatically enhance the profits of the organizations. In this study consumer personality is a parameter of consumer behavior. Constructs of consumer personality are social affiliation and consumer relationship proneness. No any previous study is conducted to find the relation between different parameters of consumer personality on their Purchasing behavior. Methodology/Sampling: Primary data was collected from public & private universities of the Hyderabad & Jamshoro districts. Questionnaire was administered in 200 randomly selected samples; sampling frame was students from different classes i.e. MBBS, BDS & Nursing. Already established scales were used for measuring consumer personality, satisfaction, commitment and repeated purchases. Data was analyzed through correlation. Findings: It showed that if the product is aligned with the consumer personality then that has increased not only their satisfaction level but also loyalty with the organization, which ultimately led them to purchase repeatedly. Practical Implications: This research is useful for the top management & sales managers of the organizations in aligning their products with the personality of consumers.

Multiple channel system has emerged as a strong tool for competitiveness. The purpose of this study is to investigate impact of omnichannel integration quality on brand loyalty and perceived value through consumer personality in the consumer electronics market. Quantitative research method and a Web-based questionnaire survey were used. The sample size was 500 retail customers of consumer electronics products. EFA and SEM were used for the statistical analysis of the data using AMOS. Three of the hypotheses, integration quality and consumer personality, consumer personality and brand loyalty, consumer perceived value and brand loyalty, are strongly supported and established strong links in the studied constructs. In addition, all the model fit indices were strong. This study is unique since it assesses the role of consumer personality through the theory of Big Five in achieving brand loyalty in the omnichannel integration quality context.KeywordsConsumer electronics retailingOmnichannel integration qualityOmnichannel perceived customer valueConsumer personalityBrand loyalty

PurposeBrand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions.Design/methodology/approachThe present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses.FindingsFrom the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions.Originality/valueThis study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.