How does big five personality effect on brand love?
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The impact of Big Five personality traits on brand love has been explored in various studies. Aslam, Ali, and Athar found that the Big Five personality traits significantly influence Electronic Word of Mouth (E-WOM), with brand addiction mediating this relationship. On the other hand, Liu and Yan focused on brand personality's positive impact on brand love, which subsequently influences Electronic Word of Mouth. Additionally, Bandaranayake and Wickramasinghe highlighted the importance of brand personality in building brand love, especially in the context of personal care products. These studies collectively suggest that individuals' personality traits play a crucial role in shaping their emotional connection and attachment to brands, ultimately influencing brand love and subsequent behaviors like Electronic Word of Mouth.
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| Papers (5) | Insight |
|---|---|
| Big five personality traits impact Electronic Word of Mouth (E-WOM), with brand addiction mediating the relationship, while self-liking does not moderate it. Brand love is not directly addressed in the paper. | |
| Not addressed in the paper. | |
01 Aug 2019 4 Citations | The Big Five personality dimensions (sincerity, excitement, competence, sophistication, ruggedness) influence brand love, with sincerity, competence, and sophistication positively impacting brand love in the retail industry. |
| Brand personality, not Big Five, positively influences brand love, leading to increased electronic word-of-mouth, as per the study on knowledge payment enterprises. | |
5 Citations | The Big Five personality traits were not specifically addressed in the paper. |
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