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The purpose of this paper is to describe research which introduces attractiveness as a moderator of the relationship between the perceived brand personality and evaluations of the brand as a relationship partner in a product marketing context.

This research tests hypotheses concerning the relationship between the perceived personality of a test brand and perceptions regarding the quality of the test brand as a relationship partner, and the moderating effects of the test brand's perceived attractiveness. The research is based upon a survey of 142 graduate and undergraduate students attending four universities in the southeastern USA. Reliability and validity of the measures were tested using structural equation modeling and the hypotheses tested using multiple linear regression.

This research provides empirical evidence, in a product‐marketing context, that perceived attractiveness significantly influences the consumer‐brand relationship development process in meaningful and predictable ways. Results indicate that consumer perceptions regarding a product brand's possession of certain personality traits can influence their opinion of the desirability of the brand as a relationship partner, and that the brand personality‐partner quality connection depends, to a degree, on the brand's perceived attractiveness. The specific role attractiveness plays in the relationship appears to vary across individual brand personality dimensions.

Limitations of this study include use of a student sample, use of a single test brand selected from a single product category, and reliance upon a subset of ten items from the original 42‐item Brand Personality Scale to represent the brand personality construct.

The results suggest that, for relevant product categories, understanding how perceived attractiveness interacts with other brand perceptions can enhance brand managers' understanding of, and thus their ability to foster, consumer relationships with their brands.

This research reveals that it is appropriate to include perceived attractiveness in the discussion of the impact of psychological brand perceptions on consumer‐brand relationship development.

The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context.

Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling.

The findings reveal that brand awareness has a significant and positive direct impact on brand personality and perceived value; brand personality has a significant and positive direct effect on perceived quality and perceived value; and brand awareness, perceived quality and perceived value have a significant and positive direct effect on brand loyalty, respectively.

Applying the brand equity model in the fast fashion industry and surveying actual consumers, the research provides in-depth empirical evidence of the interactions among the brand equity dimensions. Since fast fashion has become a key feature of the global fashion industry over the last decade, understanding the elements of brand equity and the inter-relationships among them provides important insights to marketing practitioners to develop strategies which encourage the growth of brand equity.

The purpose of this paper is to investigate the impact of personality traits on the perceived usability evaluation of e-learning platforms. In specific, perceived usability levels of the educational platforms and tools used in primary and secondary education in Greece are demonstrated. The impact which personality traits and other individual-related factors have on the perceived usability were also examined.

In total, 2,239 Greek primary and secondary education teachers participated in the study through an online survey. The system usability scale (SUS) and Big 5 personality test questionnaires were adopted, as well as a demographics questionnaire and nine platforms were examined: e-me, eclass, Google Classroom, Microsoft Teams, Cisco Webex, Edmodo, Padlet, Skype and Zoom.

Most platforms were rated as satisfactory in terms of perceived usability as measured by SUS. SUS scores were not found to be significantly related with participants’ age, gender, private/public school, working relationship. Furthermore, openness to new experience and extraversion demonstrated the strongest positive correlation with perceived usability evaluation.

The current study used a sample of Greek teachers as participants, so the generalizability of results without considering cultural or organizational issues is of questionable validity. The Big 5 personality test is widely adopted; however, it seems that it does not capture comprehensively all possible dimensions of personality.

Acknowledging the correlations between personality traits and perceived usability for each platform, teachers may now choose the most user-friendly one depending on the personality traits. Designers can adapt their systems to meet users’ needs accordingly. Moreover, the reported results provide a frame of reference for the respective organizations and companies to compare the quality of user experience of their products and services. Thus, development costs of an e-learning platform/tool can be reduced accordingly.

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Perceived usability of a technological system affects the way users interact with it and consequently the whole learning experience. Thus, factors which may affect perceived usability and, in turn, the learning outcomes are of paramount importance and should be exhaustively examined. Giving that personality affects or is related to, other parameters related with technology (technology adoption, perceived and actual use, acceptance, interaction, perceived ease of use), this study addresses a significant research gap and sheds light to the before-mentioned issues.

This purpose of this paper is to explore the role of service personality in services marketing and service marketing communications. Central to the study is the influence of perceived customer‐service personality congruency on service outcomes. The causal ordering of perceived customer‐service personality congruency, service perceptions, and service outcomes, is considered. The study also explores the ability of the Five Factor Model traits to explain additional variance in perceived personality congruency beyond the Brand Personality Scale.

Empirical data were gathered via survey administration from 200 customers and 132 employees of a major banking institution. Hierarchical regression analysis and t‐tests were performed to analyze the data.

The findings suggest that service personality assessments should include measures of the human personality and that perspectives from both employees and customers should be included in service personality assessment.

Managers gain much by considering the service personality construct and its influence on service perceptions. Employees directly influence customer perceptions of the firm, and managers should therefore be aware of the types of messages that employees send regarding the service. Human resource departments therefore play central roles in the management of service personality, and employee selection devices are especially important when considering which employees may best fit within the desired service personality.

The value of this paper lies in its ability to delineate more clearly the effects of perceived customer‐service personality congruency and the role that the Five Factor Model traits play in perceived service performance.

Using signaling theory and the literature on psychological contracts, the authors investigate how leaders' personalities shape their followers' perceptions of the type of psychological contract formed. They also suggest that leaders' personalities impact their followers' perceived contract breach. Furthermore, the authors propose that power distance orientation in organizations acts as an important boundary condition that enhances or exacerbates the relationships between personality and contract type and personality and perceived breach.

Data were collected through multiple sources in Pakistan from 456 employees employed in 102 bank branches. Multilevel moderated path analyses provided reasonably good support for our hypotheses.

The leaders' personalities impacted the relational contracts of their followers in the cases of extraversion and agreeableness, whereas neuroticism had a significant relationship with the followers' formation of transactional contracts. Similarly, agreeableness, neuroticism and conscientiousness had significant relationships with perceived breach. Finally, the power distance of the followers aggregated at a group level moderated the personality-contract type and personality-perceived breach relationships.

This research advances understanding of psychological contracts in organizations. More specifically, it shows that the personality of leader would have profound impact on the type of contract their employees form and the likelihood that would perceive the breach of contract.

This research extends existing personality-psychological contract literature by examining the role of leaders' personalities in signaling to employees the type of contract that is formed and the perception of its breach. The role of power distance organizational culture as a signaling environment is also considered.

The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans of a rival team (rivals).

The sponsorship deal between Microsoft (X-BOX), a global software company, and Panathinaikos BC, a popular basketball team located in Athens, Greece, was selected for this examination. Empirical data were collected through self-administered questionnaires from 222 fans and 271 rivals. Structural equation modeling was run to test the research hypotheses.

Results provided evidence that brand personality mediates the effect of fans’ perceived fit evaluations on brand equity variables. No mediation of brand personality was found for rivals, as perceived fit did not significantly affect either positively or negatively any of the brand equity variables for those study participants.

The timing of data collection, which took place a short period after the sponsorship deal was announced, the low degree of rivalry reported as well as the fact that sponsorship activation initiatives were not taken into consideration are seen as limitations of this study. Suggestions for future research that would address each of these limitations are offered.

The study contributed theoretically to sport sponsorship literature by introducing the concept of brand personality as a means to enhance sponsors’ brand equity in a basketball sponsorship setting for both team fans and rivals. Interesting managerial implications have emerged for marketing managers of both sponsors and sponsees.

This is one of the very few studies that propose a process by which sponsors can deal with rivals’ negative associations, uncovering opportunities that may exist for companies in sponsoring competing teams.

The paper aims to explore the processes by which individuals make attributions about a leader's personality and effectiveness based upon information contained within a photograph of a leader's face.

A mixed methodology approach is taken which combines an individual survey with a follow‐up focus group conducted with five classes of MBA students. In the survey, respondents were asked to rate the photographic images of ten CEOs for personality traits and leadership effectiveness that were apparent in the face; in the focus group, they were asked to reflect upon the processes they had utilized in order to make their attributions.

The study demonstrated that the vast majority of the participants actively used the face to attribute personality traits of the leaders as well as their ability to lead. The survey revealed that perceived leadership effectiveness was positively correlated to perceived extraversion, agreeableness, openness, conscientiousness, and narcissism. The focus group revealed three strategies that were used when placing these attributions on a leader. These were drawing on explicit facial traits, using the leader's non‐facial traits and general appearance, and telling stories about the leader.

This was an exploratory study set up in an artificial laboratory‐like environment featuring a limited and homogenous collection of CEO photographs and involving a limited and relatively homogenous group of participants. However, it does show that the face is an important and rich source of information from which individuals can make detailed attributions about a leader's personality and their potential leadership ability. The functionality of making such attributions as well as its moral and ethical basis needs to be properly examined and discussed.

The study highlights the leader's face and the visual portrayal thereof, as a potentially important, yet rarely analyzed, aspect of leadership. It foregrounds photographs of leaders, most notably those taken of CEOs, as organizational artifacts that have been largely ignored but worthy data sources. Leadership scholars could profitably focus upon both the production and consumption processes associated with the visual portrayal of leadership.

This paper aims to assess the extent to which the perceived images and personalities of places mirror their prevalent production orientations, or “vocations”. It also investigates the factors that shape the expectations and desires of residents, tourists, local firms and export markets, as well as these users’ overall place experience.

In all, 600 questionnaires containing both closed-ended and open-ended questions were administered in four local territorial systems (LTSs) of a Southern Italian province. Data were analyzed by using both quantitative and qualitative techniques.

Results showed that place image mirrors the respective productive orientation for only one of the examined LTSs. Meanwhile, for all four LTSs, place image was congruent with place personality.

The generalizability of the results is limited, as the research focused on LTSs located in a specific geographical area.

The paper provides suggestions regarding the formulation of marketing policies aimed at improving the willingness of residents, tourists, local firms and export markets to use the products/services/resources of the studied LTSs. Communication and branding strategies that leverage the personality traits of the examined LTSs are also illustrated in the paper.

By examining the coherence among place image, personality, and prevalent vocation, this research addresses a neglected area of investigation. This study is one of the few that provides empirical evidence of misperceptions of the actual production orientation of places.

This paper aimed to investigate how older and younger workers are perceived in terms of Big Five personality and task and contextual performance. Based on the intergroup bias phenomenon, the authors also examined whether respondent age would moderate these effects.

Participants (n=155) completed a paper survey in which they were randomly assigned to rate either a “typical” younger employee or a “typical” older employee. They filled out questionnaires containing measures of perceived personality factors and perceived job performance of an older or younger worker.

As predicted, older and younger workers were perceived differently in terms of certain Big Five personality factors and organizational citizenship behavior. These perceived differences generally reflected actual age-related differences on these variables. However, respondents' age moderated many of these effects, such that respondents' perceptions favored their own age group.

These studies illustrate that dimensions such as perceived Big Five personality and job performance may be useful for examining workplace age stereotypes. They also illustrate that respondent age may affect these perceptions of older and younger workers.

This study goes beyond previous studies focused on the examination of general age bias. Indeed, this is the first study that examines perceptions of personality and performance dimensions of older and younger workers in a field setting. Such perceptions may have an impact on the decisions that managers make regarding older and younger workers (e.g. selection, promotions).

The purpose of this study is to analyse the mediation effect of psychological biases, namely, financial risk tolerance (FRT) and financial overconfidence on the relationship between personality traits of individual investors and their investment performance (perceived) in the context of a developing financial market such as Indian Capital Markets.

The study uses both quantitative and cross-sectional approach to collect response from 983 individual investors through a questionnaire. The questionnaire had segments that were designed to assess their personality traits, investment performance and psychological traits. The personality traits were assessed through Big-Five personality inventory (TIPI), the psychological traits, i.e. FRT was measured through FRT scale, whereas financial overconfidence was measured through three basic concepts, namely, over-precision, over-placement and overestimation. Investment performance was assessed through perceived investment performance measures. The collected data was then analysed through AMOS and SPSS to validate the hypothesised relationship.

Findings of the study depict that personality traits of individual investors are related with their FRT, financial overconfidence and perceived investment performance. In addition, FRT and financial overconfidence are negatively related to perceived investment performance. Furthermore, mediation analysis showed that the two psychological traits were found to fully mediate the relationship between personality traits and investment performance.

There are still certain limitations of the present study. First, the questionnaire pre-testing and sampling technique allowed for only for those investors who had an experience of investment in financial markets; however, the quantification of actual investment performance for each investor was impossible, and thus the actual investment performance was not determined. Second, this study focusses on the mediating role of financial overconfidence and financial risk-taking, as such it is known that levels of financial overconfidence and risk-taking depend on many other extraneous factors such as socio-economic status and financial knowledge.

The findings of the present study is useful for financial companies, policymakers as well as issuers of financial securities, who can keep a watch on these behaviour-related traits before issuing a security in the financial market and for the financial service providers; this study would be beneficial to design a “behavioural portfolio” according to the personality and psychological traits of their clients.

Through this study, the investors can recognise their personality traits and psychological biases and take sound and good investment decisions and can also maximise their level of overconfidence. This increased level of overconfidence will propel them further to actively and frequently participate in financial markets and make financial gains.

The essence of this paper lies in the identification of personality traits and psychological traits of individual investors, and their relationship with investment performance. Studies such as this are less prevalent in the context of a developing country such as India. Moreover, to the best of the authors’ knowledge, this paper is first of its kind to study the meditating effect of psychological biases in the relationship between personality traits and investment performance.