Big Five Personality Traits and Brand Evangelism

The objective of the study is to understand the relationships between each of the Big Five Personality Traits and the concept of brand evangelism. The hypotheses tested are whether brand evangelism relates to each of the Big 5 Personality Traits consisting of extraversion, openness, conscientiousness, neuroticism and agreeableness. A brand evangelist frequently exhibits a strong desire to influence consumption behavior. The research method of this study was based on the implementation of 528 self-administered questionnaires. The results include descriptive characteristics, Cronbach’s alphas, correlations and a multivariate regression model for testing the hypotheses. The results of the overall regression model show significance. Brand evangelism is significantly related to extraversion, openness and neuroticism. Future research is also discussed as understanding these personality traits and what drives individuals with these traits to become brand evangelists can strengthen a company’s success with its brand(s).

• Publication year

  2014

• Venue

  International Journal of Marketing Studies

• Publication date

  2014-05-21

• Fields of study

  Business, Psychology

• Identifiers
  DOI 10.5539/IJMS.V6N3P13
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

• “Spreading the Good Word”: Toward an Understanding of Brand Evangelism

  2015cited by this paper
• Bridging marketing's intentions and consumer perceptions

  2013influential reference
• The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

  2013cited by this paper
• The influence of brand trust and brand identification on brand evangelism

  2013cited by this paper
• A Personality‐Competence Model of Opinion Leadership

  2012influential reference
• A tale of a musical city: Fostering self-brand connection among residents of Austin, Texas

  2012cited by this paper
• THE ROLE OF PSYCHOLOGICAL TRAITS IN MARKET MAVENSIM USING BIG FIVE MODEL

  2012influential reference
• Towards an integrative framework of brand country of origin recognition determinants: A cross‐classified hierarchical model

  2011cited by this paper
• The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers

  2010influential reference
• Building Brand Equity Through Corporate Societal Marketing

  2010cited by this paper
• Brand design for the long term

  2010cited by this paper
• Factors influencing word of mouth effectiveness: receiver perspectives

  2008cited by this paper
• Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators

  2008cited by this paper
• Familiarity, expertise and involvement: key consumer segmentation factors

  2008cited by this paper
• Influentials, Networks, and Public Opinion Formation

  2007cited by this paper
• An investigation of the new generic consumer

  2007cited by this paper
• Personality-and-culture: The case of national extraversion and word-of-mouth

  2006cited by this paper
• Consumer perceptions of product packaging

  2006cited by this paper
• Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience

  2006influential reference
• Communal consumption and the brand

  2005cited by this paper
• The Cult of Macintosh

  2005cited by this paper
• Opinion leadership in a computer-mediated environment

  2005cited by this paper
• WHAT MAKES MAVENS TICK? EXPLORING THE MOTIVES OF MARKET MAVENS INITIATION OF INFORMATION DIFFUSION

  2004cited by this paper
• A New Product Growth for Model Consumer Durables

  2004cited by this paper
• O customer, where art thou?

  2004cited by this paper
• The Starbucks Brandscape and Consumers' (Anticorporate) Experiences of Glocalization

  2004cited by this paper
• Mass‐customisation in marketing: the consumer perspective

  2003cited by this paper
• The effects of brand associations on consumer response

  2001cited by this paper
• A periodic table of personality elements? The "Big Five" and trait "psychology" in critical perspective.

  2000cited by this paper
• The Big Five Trait taxonomy: History, measurement, and theoretical perspectives.

  1999cited by this paper
• Handbook of personality: Theory and research, 2nd ed.

  1999cited by this paper
• “I can't get no satisfaction:” The impact of personality and emotion on postpurchase processes

  1997cited by this paper
• Opinion leaders and opinion seekers: Two new measurement scales

  1996cited by this paper
• Subcultures of Consumption: An Ethnography of the New Bikers

  1995cited by this paper
• Managing the most important assets: Brand equity

  1992influential reference
• An introduction to the five-factor model and its applications.

  1992influential reference
• Revised NEO Personality Inventory and NEO Five-Factor Inventory

  1992cited by this paper
• The market maven: A diffuser of marketplace information.

  1987cited by this paper
• The Missing Link: Surrogate Consumers in the Marketing Chain

  1986cited by this paper

• Personality traits and brand awareness across digital touchpoints: Evidence from Generation Z consumers in Vietnam

  2026cites this paper
• An IBM Watson Analysis of Twitter Followers and Influencers

  2025cites this paper
• How Do Virtual Influencers Affect Consumer Brand Evangelism in the Metaverse? The Effects of Virtual Influencers' Marketing Efforts, Perceived Coolness, and Anthropomorphism

  2025cites this paper
• From clicks to connection: how AI marketing fuels brand evangelism through passion and personality in quick commerce

  2025cites this paper
• The Influence of Brand Trust, Brand Identification, Brand Involvement, and Brand Commitment on Brand Evangelism

  2025cites this paper
• Brand Value Co-Creation and Brand Evangelism : A Study on Sustainable Skincare Products

  2025cites this paper
• The influence of brand trust and extraversion on brand Evangelism at shopee

  2025cites this paper
• The Drivers of Green Brand Evangelism: The Mediation Role of Green Brand Experience

  2024cites this paper
• Online Marka Savunuculuğu ve Beş Büyük Kişilik Özelliği Üzerine Nicel Bir Araştırma

  2024cites this paper
• Social Media Marketing

  2024cites this paper
• Empowered by representation: How plus‐size models create brand evangelists

  2024cites this paper
• The Influence of Brand Identification and Brand Trust on Brand Evangelism

  2023cites this paper
• Converting students into university brand evangelists: an empirical evidence from the higher education sector in Tanzania

  2023cites this paper
• The effect of internal knowledge transfer on the relationship between personality traits and employee service performance: a multilevel model

  2023cites this paper
• The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors

  2022cites this paper
• How a Corporate Influencer Co-creates Brand Meaning: The Case of Pawel Dillinger from Deutsche Telekom

  2020cites this paper
• Customer Advocacy: A Distinctive Form of Word of Mouth

  2020cites this paper
• Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits

  2020cites this paper
• Marka Evangelizminin Satın Alma Bağımlılığı, Satın Alma Niyeti ve Tavsiyede Bulunma Üzerindeki Etkisi: Taraftar Ürünleri Örneği (The Effect of Brand Evangelism on Purchasing Addiction, Intention to Purchase and Recommendation: The Case of Fan Products)

  2020cites this paper
• Entrepreneurial Celebrity Endorsement and Brand Personality Congruity: A Review on Concepts and Practical Perspectives

  2020cites this paper
• AN EMPIRICAL STUDY OF BRAND EVANGELISM FOR RECOMMENDING CARS-A QUALITATIVE & SYSTEMATIC REVIEW OF LITERATURE

  2019cites this paper
• Markterfolg, Markenbeziehungen und Markenerlebnisse

  2019cites this paper
• Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appeal

  2019cites this paper
• The Influence of the Big Five of Personality Dimensions towards Principal’s Normative Commitment

  2019cites this paper
• Personality-Based Content Engineering for Rich Digital Media

  2019cites this paper
• Brand-Specific Transformational Leadership: Analysis of the Role of the Employee’ s Brand-Building Behaviour on Brand Evangelism in Insurance Companies

  2019cites this paper
• Applying the Right Relationship Marketing Strategy through Big Five Personality Traits

  2019cites this paper
• Relationship between Customer Based Brand Equity and Brand Evangelism : Research Propositions on Cable Brands in Sri Lanka

  2018influential citation
• Influence of Celebrity Credibility on Brand Community Commitment towards Disaster Management Programs in Sri Lanka

  2018cites this paper
• Segmenting fan communities: Toward a taxonomy for researchers and industry

  2018cites this paper
• A model of the relationships between the Big Five personality traits and the motivations to deliver word-of-mouth online

  2018influential citation
• Influence of Celebrity Worship Motives (CWM) on Customer Brand Relationship (CBR) towards Services Brands

  2018cites this paper
• Kepercayaan konsumen pada label halal kosmetik ditinjau dari kepribadian Big Five

  2018cites this paper
• Understanding Brand Evangelism and the Dimensions Involved in a Consumer Becoming Brand Evangelist

  2018cites this paper
• Markterfolg, Markenbeziehungen und Markenerlebnisse: die Grundlage einer nachhaltigen

  2018cites this paper
• Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model

  2018cites this paper
• Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model

  2018cites this paper
• SUCCESS OF BRAND EXTENSION IN GLOCALIZATION: A MEDIATION AND MODERATION ANALYSIS

  2017cites this paper
• Perceived effectiveness of celebrity endorsement on Perceived Brand Evaluation in the Scope of Services Sector: A Review Paper

  2017cites this paper
• The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality

  2017influential citation
• An application of brand personality to advergames: The effect of company attributes on advergame personality

  2017cites this paper
• Nation brand advocacy and the reputation of South Africa

  2016influential citation
• Employee's (Happy) Branding Corporate's 'Social' Reputation: Can You Put a Price on That?

  2015cites this paper
• ANTECEDENTS OF BRAND EXTENSION SUCCESS IN GLOCALIZATION: A MEDIATION AND MODERATION ANALYSIS

  2015cites this paper