Personality Congruence Research Articles

Target Meaning-Making of Workplace Incivility Based on Perceived Personality Similarity with Perpetrators

Target meaning-making of incivility (i.e., the ways targets assess uncivil events) has received attention as an important mediating mechanism in explaining the varied outcomes of incivility. The present study draws on person-environment (PE) fit theory, as well as the similarity-attraction paradigm and repulsion hypothesis, to uncover how perceived personality (dis)similarity affects both cognitive (i.e., attribution, negative appraisal) and emotional reactions (i.e., hostility) to incivility. Specifically, we examine whether incongruence between target personality and perceived perpetrator personality worsens target meaning-making (vice versa for personality congruence). Study 1 (N = 479 employees) addressed (dis)similarity in agreeableness, while Study 2 (N = 296 working adults) addressed (dis)similarity in neuroticism. Based on polynomial regressions with response surface modeling, the results generally supported the hypotheses. Along the line of dissimilarity, targets often assessed (i.e., attributed intent to, appraised, reacted emotionally to) uncivil events more negatively when they perceived personality dissimilarity with perpetrators. However, similarity in personality did not always have the opposite effect by buffering against negative assessments; meaning-making was worse when both parties scored high on neuroticism. Implications for workplace incivility and PE fit literatures are discussed, along with practical implications that highlight information elaboration and perspective taking.

Effect of Follower–Supervisor Proactive Personality (In-)Congruence on Idea Implementation

Effect of Follower–Supervisor Proactive Personality (In-)Congruence on Idea Implementation

I am like my Supervisor: Effect of Leader-follower Proactive Personality congruence on Creativity

Creative individuals are increasingly engaged by firms to spur novel and useful ideas. However, very little research has examined why and how characteristics of the leader- specifically proactive personality- congruent with those of their followers and influence followers’ creativity. Drawing upon prior research on proactive personality and person-environment fit, the present study argues that (in-) congruence in proactive personality between a leader and follower is an important underlying mechanism affecting creative idea generation at the individual level. Data were collected in two waves from followers and their leaders working in a large manufacturing company in India. Polynomial regression and response surface analysis supported our congruence hypotheses. In addition, results indicated that congruence in proactive personalities at high and low levels have differential effect on the follower’s creativity. The study contributes to the literature on three distinct areas (i.e., creativity, proactive personality and person-supervisor fit) by highlighting the critical role of leaders in fostering creativity among followers.

HOW DOES PERSONALITY CONGRUENCE HELP TO EXPLAIN LUXURY BRAND ATTACHMENT? THE RESULTS OF AN INTERNATIONAL RESEARCH STUDY

The present study contributes to the international literature on brand personality and congruence. There is still a general lack of clarity regarding the measurement of the self-brand congruity construct. Moreover, in the light of international branding research cross-national validation of this measurement is needed. Previous empirical evidence also suggests a positive relationship between brand-self congruity and consumer-brand relationships (i.e. brand attachment) across nations and cultures, but the strength of these relationships requires deeper investigation. The present study therefore aims to test and validate a personality congruence scale at an international level and to measure the effect of congruence on brand attachment with specific reference to the luxury sector. A survey of nearly 1,500 international luxury customers has been conducted. Results confirm that personality congruence is based upon five dimensions (Prestige/Emotion/Trust/Anxiety/Order). In addition, the results highlight the existence and relative importance of the link between “personality congruence” and “brand attachment”. Finally, findings suggest similarities and differences across countries regarding specific dimensions of congruence scale and the personality congruence and attachment relationship. Both theoretical and managerial implications are provided.

Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?

PurposeIncreasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand.Design/methodology/approachTwo experiments are used to examine the impact of artists’ personality (in)congruence on consumers’ perceptions of the brand and purchase intentions of the brand’s products.FindingsThe results show that consumers whose personalities do not match the brand’s current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers’. This happens without negatively affecting the brand personality perceptions of current consumers who already identify with the brand.Practical implicationsWhen seeking to attract a new target segment, brands can ally with visual artists who convey a personality that matches that of the new target segment.Originality/valueThis paper adds to a nascent literature on the power of artist–brand alliances, and demonstrates that these partnerships need not only be between artists and brands with consistent personalities but can also effectively be used to target new consumers.

What I Like About You: Legislator Personality and Legislator Approval

Recent work in the study of legislative politics has uncovered associations between the Big Five personality traits and myriad phenomena in the United States Congress. This literature raises new questions about political representation in terms of the Big Five, specifically, whether voters are more likely to support legislators with similar personality traits to their own, who would presumably have similar process preferences, or legislators with valence personality traits, regardless of congruence, which are associated with better leadership. We first revisit the measurement validity of voter assessments of legislator personality in the 2014 and 2016 Cooperative Congressional Election Studies to demonstrate that such survey items are meaningful. Subsequently, we use these data to construct measures of personality congruence and valence and apply them to predict voters’ job approval of legislators. Our results support the claim that voters evaluate legislators’ job performance on the basis of perceived valence traits rather than legislators’ congruence to voters’ own personality dispositions.

A study on modeling the brand personality and testing the personality congruence between automobile brands and their consumers in India

Brand Personality, which is defined as the personality attributes associated with the brands, forms the core of the symbolic benefits associated with the brands. Marketers use the personality attributes of a brand to obtain a differential position in the minds of the consumers. Although theoretical studies have illustrated the construction of brand personality, and also identified important constructing factors of brand personality, empirical validation of the theories and the constructing components was not done. Identification of the relative importance of the constructing components across different brands was also not empirically identified. Moreover, although much is said about the importance of the personality congruence between brands and their consumers, a little significant contribution is observed to measure personality congruence. In this research work, an attempt has been made to create a model of brand personality, under the light of previous theoretical studies in the field. A methodology is also developed to empirically justify the relevance of the theoretical construct. The relative importance of the constructing components of both brand and consumers’ personality is also measured across different brands of automobiles in Indian market. A methodology is also developed to empirically measure the personality congruence between brands and their consumers across different demographic segment and across different levels of brand personality constructing components.

Exploring the relationship between person-organisation fit and organisation health (An Empirical Study)

In this study, the authors collected data via a survey aimed at exploring the relationship between person-individual fit and organisational health at the University of Isfahan. The research hypotheses were tested through variables such as workplace congruence, knowledge/skills/abilities (KSA) congruence, goals congruence, values congruence, and personality congruence, as dimensions of person-individual fit. The aim of this study is developing and practical and from the procedure implemented is introducing-analysing. The sample studied in this study is the mangers and employers of the university in Isfahan. A stratified random sampling method was used based the Morgan table and a sample size of 120 was chosen from among 150 persons. The results revealed that there is a significant relationship between dimensions of person-individual fit and organisational health.

Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

도시브랜드에서 브랜드 개성 및 자아 일치성이 도시태도에 미치는 영향

Achieving destination advocacy and destination loyalty through destination brand identification

abstractBrand identification enhances customer loyalty and develops long-term relationships between the customer and the brand. However, only a few studies have explored the role of identification in building long-term and favorable relationships between tourists and a tourism destination. In this study, we propose and empirically verify destination personality congruence and destination trust as the drivers of destination brand identification, and destination advocacy and destination loyalty as its outcomes. For assessing these proposed relationships, a sample of 342 respondents was collected from foreign tourists visiting Dharamsala, which is a famous tourist destination among visitors in northern India. The results of structural equation modeling reveal that destination personality congruence significantly influences the destination loyalty through destination brand identification. In addition, destination trust emerges as a significant predictor for both destination advocacy and destination loyalty. The study offers important implications for both acadmecians and practitioners.

Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.

What I Like About You: Legislator Personality and Legislator Approval

Recent work in the study of legislative politics has applied the Five Factor Model of personality traits to investigate a wide variety of phenomena in the United States Congress. Findings from this literature raise questions about the Big Five personality traits and political representation, specifically, whether voters are more likely to support legislators with similar personality traits to their own, or legislators with valence personality traits, regardless of congruence. Using data from the 2014 CCES, we predict voters' job approval of federal legislators using measures of personality congruence and personality valence. We find strong and consistent support in favor of personality valence over personality congruence as a determinant of job approval.

Learning to foresee the effects of social identity complexity and need for social approval on technology brand loyalty

The rapidly growing technological pervasion and virtual communities have drastically changed the way people evaluate a technology brand in tradition. For that reason, this study explores technology brand loyalty to verify its key predictors and mediators for understanding such loyalty in depth. Specifically, this study predicts the effects of social identity complexity and need for social approval on technology brand loyalty by simultaneously assessing the mediating mechanisms of susceptibility to normative influence (SNI) and susceptibility to personality congruence (SPC). Using a survey of 312 smartphone users from the high-tech, financial, and service industries, empirical testing confirms that perceived value and SPC are direct drivers for brand loyalty. Brand loyalty can be enhanced if a clear personality of the brand appears for its major consumers based on the findings of this study. The inferences drawn from the sample in Taiwan are more generalizable to consumers in Asia rather than those in Europe.

Faculty narcissism and student outcomes in business higher education: A student-faculty fit analysis

We examined the relationship between personality congruence on faculty and student narcissism with student perceptions of professor status, the perceived difficulty of the class, and student performance in the classroom. Data were collected from business students and faculty at an AACSB-accredited business school at a comprehensive state university. Results indicated that narcissism congruence was significantly related to a student's final grade in the class such that less congruence was associated with lower course grades and that this negative association was partially mediated by perceived professor status and perceived class difficulty. Particularly concerning was the finding that more narcissistic faculty were associated with detrimental outcomes for less narcissistic students. Considering the well-documented and profoundly negative implications of narcissism for workplace environments, this finding suggests a need for future research on the impact of narcissistic faculty on business students and on successful intervention strategies.

Job–Person Fit and Leader’s Performance: The Moderating Effect of the Rorschach Comprehensive System Variables

Personality assessment is a complex process and there is an ongoing need for studies and for an improvement in the selection methods employed. Most assessment processes and methods focus on simply describing the personality, but at least on the leadership level, the need is to understand and explain behavior. Therefore this study suggests that the Rorschach Comprehensive System (RCS) will predict the leader’s performance more accurately than when performance is predicted only with self-reported personality methods. Furthermore, this study suggests that the RCS variables moderate the relationship between the preferred personality and the actual personality congruence or job–person (JP) fit and the leader’s performance, when the JP fit personality is measured by the self-reported assessment tool. Pearson correlations and stepwise hierarchical multiple regression analyses (n=203) confirmed several hypotheses and the results support the view that performance-based assessment method explains the personality more than the self-assessment based personality dimensions and should therefore be part of the personnel assessment process.

Development of the serious and casual leisure measure

The aim of this study is to test if there are different qualities of serious leisure in a Turkish sample and to develop a valid and reliable serious and casual leisure measure (SCLM) using data from both casual and serious leisure participants. With the use of focus groups, an expert panel, a pilot study, exploratory and confirmatory factor analysis, a 9-factor model with 42 items demonstrated acceptable fit and reliability values. Besides six dimensions of serious leisure set out by Stebbins [(1982). Serious leisure: A conceptual statement. The Pacific Sociological Review, 25(2), 251–272], two new qualities – personality congruence and sense of competence – not previously discussed in the serious leisure literature emerged in this study. In addition, durable benefits, one of the qualities of serious leisure, was divided into two interpretable factors and they were labelled as therapeutic benefits and psycho-social benefits.

Study of Relationship between Personality Congruence, Brand Prestige, Perceives Quality and Brand Tribalism Towards Consumerrs Brand Loyalty on Luxury Goods in Malaysia

Purpose – The purpose of this study is to examine the effects of personality congruence, perceived quality, Brand prestige and Brand tribalism towards consumer‟s brand loyalty of consumers towards two categories of luxury fashion brands. Design/methodology/approach – Using a sample of Malaysian consumers, this study examines the luxury fashion brands that popular among consumer in Malaysia. Structural equation modeling is used to test the hypotheses. Handbag and shoes are two luxury product categories chosen in this study.Findings – This study finds that brand tribalism are stronger predictors for brand attitude and consumer's brand loyalty than personality congruence and perceived quality behavior in the context of the luxury brand tested. The three of those factors have significant effects in consumer's brand loyalty in most analyses while the study finds that only one variable has no significant effect on consumer‟s brand loyalty which is Brand prestige factor for the luxury brands tested.Research limitations/implications – Future studies should include more populations, product categories in luxury goods.Originality/value – This research investigates consumer‟s brand loyalty towards luxury goods in Malaysia that propose the effects of brand experiences to build long-lasting brand and customer relationship with brand trust, satisfaction, and loyalty.