The Big Five and brand personality: investigating the impact of consumer personality on preferences towards particular brand personality

The aim of this study was to explore the relationship between consumer personality and brand personality as measured by constructs refl ecting The Big Five dimensions in the context of fashion products. The fi ndings of the study show that some dimensions of The Big Five constructs are signifi cantly related to preferences on particular dimensions of brand personality. It was found that consumers who exhibit a Conscientious personality demonstrate preferences towards ‘ Trusted ’ brands. In contrast, those who are Extrovert in nature are motivated by ‘ Sociable ’ brands. Findings related to gender reveal that male and female consumers differ in how they express their personality when it comes to brand personality. Male respondents who are dominant on the Neuroticism dimension prefer ‘ Trusted ’ brand, whereas ‘ Trusted ’ brand is preferred by females who are dominant on the Conscientiousness dimension. The results of this study will inform brand managers about how to tailor specifi c marketing strategies such that brand personalities communicated to consumers are congruent with their personalities.

Predicting brand preferences: an examination of the predictive power of consumer personality and values in the Australian fashion market

Purpose –
This paper aims to examine and compare the strength of personality and values in predicting brand preferences. It seeks to accomplish three main objectives. First, it will evaluate the strength of personality and values in predicting consumers' brand preferences. Second, it will examine whether values exercise a mediating role between personality and brand preferences. Finally, it will examine the mediating role of prestige sensitivity in influencing brand preferences.

Design/methodology/approach – 

Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context

This article aims to discover the differences among consumer personality clusters in regard to their extent of fashion consciousness and prestige sensitivity. Data were collected from 251 undergraduate students using self-administered questionnaires. Cluster analysis and MANOVA were employed to assess whether significant differences exist among four personality clusters. The study used the Big Five scale items to measure consumer personality and found that respondents who score low on the “openness to experience” dimension tend to be less prestige sensitive, and those who score high on “extraversion,” “agreeableness,” and “conscientiousness” tend to be highly fashion conscious.

A conceptual model of consumer personality-brand preferences relationship

There have been a significant number of studies that investigate the antecedents to customers in forming their brand preferences. However, there is a dearth of research devoted to examining the role of customer personality in marketing. This conceptual paper attempts to cover this gap through examining the relationships between consumer personality and brand preference. We developed a conceptual model which is based on the Big Five theory of personality and show how this could be applied to the marketing context. It is proposed that human personality has a significant relationship with brand preferences.

Death or survival from invasive pneumococcal disease in Scotland: associations with serogroups and multilocus sequence types

We describe associations between death from invasive pneumococcal disease (IPD) and particular serogroups and sequence types (STs) determined by multilocus sequence typing (MLST) using data from Scotland. All IPD episodes where blood or cerebrospinal fluid (CSF) culture isolates were referred to the Scottish Haemophilus, Legionella, Meningococcal and Pneumococcal Reference Laboratory (SHLMPRL) from January 1992 to February 2007 were matched to death certification records by the General Register Office for Scotland. This represented 5959 patients. The median number of IPD cases in Scotland each year was 292. Deaths, from any cause, within 30 days of pneumococcal culture from blood or CSF were considered to have IPD as a contributing factor. Eight hundred and thirty-three patients died within 30 days of culture of Streptococcus pneumoniae from blood or CSF [13.95 %; 95 % confidence interval (13.10, 14.80)]. The highest death rates were in patients over the age of 75. Serotyping data exist for all years but MLST data were only available from 2001 onward. The risk ratio of dying from infection due to particular serogroups or STs compared to dying from IPD due to all other serogroups or STs was calculated. Fisher’s exact test with Bonferroni adjustment for multiple testing was used. Age adjustment was accomplished using the Cochran–Mantel–Haenszel test and 95 % confidence intervals were reported. Serogroups 3, 11 and 16 have increased probability of causing fatal IPD in Scotland while serogroup 1 IPD has a reduced probability of causing death. None of the 20 most common STs were significantly associated with death within 30 days of pneumococcal culture, after age adjustment. We conclude that there is a stronger association between a fatal outcome and pneumococcal capsular serogroup than there is between a fatal outcome and ST.

Breaker Morant's split personality: Australian male identity through opposing eyes

Breaker Morant was born in a workhouse to a widow. In Australia, he attempted to overcome the stigma associated with the British workhouse system by creating an alternative identity as a gentleman, a soldier and an Australian poet, but he died as a criminal convicted for murdering captured Boers.