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The effect of personality traits on private brand consumer tendencies: A cross‐cultural study of Mediterranean countries

Ram Herstein (Business School, Ruppin Academic Center, Emek Hefer, Israel)
Sigal Tifferet (Ruppin Academic Center, Emek Hefer, Israel)
José Luís Abrantes (Escola Superior de Tecnologia, Instituto Politécnico de Viseu, Lisbon, Portugal)
Constantine Lymperopoulos (Department of Business Administration, University of the Aegean, Chios, Greece)
Tahir Albayrak (School of Tourism and Hotel Management, Akdeniz University, Antalya, Turkey)
Meltem Caber (Tourism and Travel Management Department, Akdeniz University, Antalya, Turkey)

Cross Cultural Management: An International Journal

ISSN: 1352-7606

Article publication date: 27 April 2012

Abstract

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.

Keywords

Citation

Herstein, R., Tifferet, S., Luís Abrantes, J., Lymperopoulos, C., Albayrak, T. and Caber, M. (2012), "The effect of personality traits on private brand consumer tendencies: A cross‐cultural study of Mediterranean countries", Cross Cultural Management: An International Journal, Vol. 19 No. 2, pp. 196-214. https://doi.org/10.1108/13527601211219883

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited