Brothers in blood,yet strangers to global brand purchase: A four-country study of the role of consumer personality |
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| Institution: | 1. Marketing Department, University of Ljubljana, Kardeljeva plo??ad 17, 1000 Ljubljana, Slovenia;2. Department of International Marketing, University of Vienna, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;3. Department of Applied Psychology: Work, Education, Economy, University of Vienna, Universitätsstraße 7 (NIG), 1010 Vienna, Austria;1. University of Portsmouth, Department of Marketing and Sales, Portland Street, PO13DE, United Kingdom;2. University of Piemonte Orientale “A. Avogadro”, Department of Economics and Business, Via Perrone 18, 28100 Novara, Italy;1. National Chengchi University, 64, Sec. 2 Zhi-Nan Road, Taipei 11605, Taiwan;2. Florida State University, Department of Marketing, College of Business, Tallahassee, FL 32306-1110, United States;3. Georgia State University, Institute of International Business, J. Mack Robinson College of Business, 35 Broad Street, Atlanta 30303, Georgia;1. University of Vienna, Faculty of Business, Economics and Statistics, Department of International Marketing, Oskar-Morgenstern-Platz 1, 1090 Vienna, Austria;2. School of Economics and Business, University of Sarajevo, Trg oslobo?enja 1, 71000 Sarajevo, Bosnia and Herzegovina;3. Warwick Business School, University of Warwick, Coventry, West Midlands CV4 7AL, United Kingdom;4. Loughborough University, School of Business and Economics, Loughborough LE11 3TU, UK |
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| Abstract: | Although personality traits have repeatedly been shown to influence consumer behavior, their impact on willingness to buy global brands has yet to be empirically investigated. Based on a four-country sample (N = 4539) of South East European consumers, we test alternative pathways linking consumer personality traits to global brand purchase intentions. Our findings show that extraversion, neuroticism, conscientiousness and openness to experience impact purchase intentions mediated through consumers' global brand associations, domestic country bias and price sensitivity. Implications of the findings for theory and practice are considered and future research directions identified. |
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