The effect of personality traits on private brand consumer tendencies
A cross‐cultural study of Mediterranean countries
Bibliographic Data
| ID | 20501414 |
|---|---|
| Authors | Ram Herstein (Ruppin Academic Center), Sigal Tifferet (0000-0003-3042-9564, Ruppin Academic Center), José Luís Abrantes (0000-0003-0565-7207, Polytechnic Institute of Viseu), Constantine Lymperopoulos (University of the Aegean), Tahir Albayrak (0000-0001-6961-0550, Akdeniz University), Meltem Caber (0000-0001-5191-373X, Akdeniz University) |
| Year | 2012 |
| Volume | 19 |
| Issue | 2 |
| Pages | 196-214 |
| Publication date | 2012-04-27 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Cross Cultural Management An International Journal (JOURNAL) |
| Journal identifiers | ISSN: 1352-7606 • E-ISSN: 1758-6089 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/13527601211219883 |
| OpenAlex | W1507277812 |
| Language | EN |
| Citations received | 1 |
| References cited | 21 |
Purpose The purpose of this paper is to investigate the association between three personality traits (individualism, materialism and the “need for cognition”) and two characteristics of shoppers who buy private‐label brands (their predisposition to do so, and the importance they attach to the “brand dimensions”) across four member countries of the Union of the Mediterranean. Design/methodology/approach A questionnaire in the local language, using questions, items and scales adapted from previous studies, was completed by 683 undergraduate students. The scaled data were analysed by SPSS, and tested for internal reliability and equivalence. Findings Overall, the personality traits were significantly associated with both behavioural characteristics. Specifically, materialism and the need for cognition were linked to inclination to purchase private brands, and materialism and individualism to the perceived importance of brand dimensions. Cross‐cultural differences were found. Originality/value The demographic profile of the private‐brand consumer is well known, but not the behavioural profile. This study provides retail planners with valuable new marketing intelligence
Advertising · Big Five personality traits · Business · Cognition · Creativity · Individualism · Materialism · Originality · Personality · Political science · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Customer Service Quality and Loyalty · Mathematics · Psychology · Social Psychology · Marketing
The Efficient Assessment of Need for Cognition
A Theory of Cultural Values and Some Implications for Work
The Power of Personality
Personality Measures as Predictors of Job Performance
Brands and Branding
A reduced version of the horizontal and vertical individualism and collectivism scale
Rethinking individualism and collectivism
The longitudinal course of marital quality and stability
Measuring individualism and collectivism
Are There Universal Aspects in the Structure and Contents of Human Values
Converging measurement of horizontal and vertical individualism and collectivism
Variation of Individualism and Collectivism within and between 20 Countries
Individual and collective processes in the construction of the self
Universal sex differences in the desire for sexual variety
The need for cognition
Materialism
A Consumer Values Orientation for Materialism and Its Measurement
Individualism-Collectivism
| Citations per year | 0.11 |
|---|---|
| Citation span | 2017 - 2017 (1) |
| Highly cited | No |