Personality Traits and Its Effect on Brand Commitment: An Empirical Investigation

Abstract

The proliferation of new brands, increased use of sales promotions, the explosion of alternative forms of distribution and a reduction in advertising impact, make maintaining brand commitment, increasingly difficult. This study empirically examines the roles of personality traits on brand commitment. More specifically, this study investigates the effects of personality traits of preference for consistency (PFC), resistance to change, agreeableness, introversion, openness to experience, and conscientiousness on consumers’ brand commitment. Based on our study, the elemental trait of conscientiousness was found to be positively related to preference for consistency but no significant relationship was found between preference for consistency and resistance to change, however a significant relationship was found between resistance to change and brand commitment. Hence, it is suggested that in order to maximize returns, it is necessary to have brand-committed customers.