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Article
Publication date: 21 September 2022

George Balabanis and Aleksandra Karpova

This paper aims to examine whether brands derive their personalities from their culture of origin, the stereotypes about their cultures of their origin or the cultures of…

235

Abstract

Purpose

This paper aims to examine whether brands derive their personalities from their culture of origin, the stereotypes about their cultures of their origin or the cultures of their buyers. It also examines which of a culture’s personality traits are more transmittable to brand personalities (BPs), as well as the consequences of the BP resemblance to the personalities of the brand’s culture of origin and consumers’ culture on BP’s clarity and consumer attachment to the brand.

Design/methodology/approach

Hypotheses were developed and tested on survey data from a sample figure of 1,116 US consumers of luxury brands on 23 luxury brands originating from France, the USA, Britain, Italy and Germany. Trait by trait and personality profile analyses were performed using hierarchical model analysis (linear mixed effects models) and Cattell’s (1969) pattern similarity coefficient.

Findings

The culture of a brand’s origin accounts for differences of different brands personalities. The personality profiles of a country’s brands are distinct from the BP profiles of brands from other countries. The conscientiousness trait of a culture is the most transmittable to BPs. BPs derive their characteristics from stereotypes of a culture’s personality than the actual personality of the culture. The assimilation of a brand’s personality to consumer’s culture is not supported. The similarity of a BP to both real and stereotypical personality of the culture of the brand’s origin enhance perceived clarity of the BP.

Research limitations/implications

The study’s focus is limited to established luxury brands coming from countries that are the traditional producers of luxuries. Empirical evidence also comes only from American consumers of luxury brands. New luxury brands from countries that have recently emerged as luxury producers need to be included.

Practical implications

Brands retain a significant space to differentiate their personalities beyond the influence of their culture of origin on BPs. With the exception of conscientiousness, personality traits of culture are not automatically inherited or transmitted to the brands. Cultural stereotypes find their way into BPs easier than real personality traits and managers should focus on them. BP matching with the personality of a culture is a good way for managers to increase the perceived clarity of their brands’ personality.

Originality/value

To the best of the authors’ knowledge, this study is the first to examine the culture’s influence on BP using a compatible to the BP construct cultural framework, McCrae and Terracciano’s (2005a) personality of a culture framework. Three cultural meaning transfer processes are examined (cultural inheritance, cultural stereotyping and acculturation to the consumer’s culture) within the same study from a trait-by-trait and a configurational (i.e. personality profile) perspective. The consequences of BP similarity to the brand’s culture of origin as well as consumer’s culture on the BP’s appeal are also assessed.

Details

European Journal of Marketing, vol. 56 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 9 December 2016

Soon-Ho Kim, Min-Seong Kim and Dong Hun Lee

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of…

Abstract

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-78635-615-4

Keywords

Book part
Publication date: 8 August 2005

Howard J. Klein and Erich C. Fein

This chapter proposes the development of a compound personality trait termed “goal propensity”. Motivation is a key determinant of performance in virtually all contexts…

Abstract

This chapter proposes the development of a compound personality trait termed “goal propensity”. Motivation is a key determinant of performance in virtually all contexts, and personality has long been viewed as an important influence on motivation. Despite the long history of exploring how personality influences motivation, we do not have a clear understanding of the linkage between individual differences in personality and work motivation or the tools to reliably and accurately predict individual differences in motivation. Advances in our understanding of personality and the convergence of motivation theories around models of self-regulation present the opportunity to achieve that understanding and predictive efficacy. Goal propensity would be a theoretically derived trait that would explain the role of personality in self-regulation models of motivation as well as allow the prediction of tendencies to engage in self-regulation. This chapter provides the rationale for the development of this construct, articulates the nature of the proposed goal propensity construct, and explores the value of such a construct for theory, future research, and human resource practice.

Details

Research in Personnel and Human Resources Management
Type: Book
ISBN: 978-0-76231-215-3

Abstract

Details

The Emerald Review of Industrial and Organizational Psychology
Type: Book
ISBN: 978-1-78743-786-9

Article
Publication date: 2 June 2022

Fan-Chen Tseng, Tzu-Ling Huang, T. C. E. Cheng and Ching-I Teng

The five-factor model (FFM), a popular personality typology that identifies five key personality traits, has been used to predict use intention in various e-commerce…

Abstract

Purpose

The five-factor model (FFM), a popular personality typology that identifies five key personality traits, has been used to predict use intention in various e-commerce applications, but the role of FFM in triggering certain evaluations of the various quality dimensions of e-commerce websites has not been examined, revealing a gap, i.e. the authors do not know how the five personality traits impact evaluations of the quality dimensions of e-commerce websites. The 3Q model—which comprises system quality (SysQ), information quality (IQ), and service quality (SQ), spanning 13 quality dimensions—is helpful for evaluating website quality, but the model neglects user characteristics and their impacts on quality evaluation, posing another gap, i.e. the authors do not know how user characteristics impact the user's evaluation of quality dimensions. Thus, the authors used the FFM to extend the 3Q model to explain how user personality predicts the evaluation of websites in the 13 quality dimensions.

Design/methodology/approach

The authors used an online survey to collect responses from 392 online shoppers. Structural equation modeling was used to test the hypotheses.

Findings

The authors found that openness in a shopper predicts their favorable evaluation of a website in the quality dimensions of format and flexibility; conscientiousness predicts favorable evaluation in terms of completeness, accuracy, currency, timeliness, and service reliability; neuroticism predicts unfavorable evaluation in terms of reliability, accessibility, and assurance; and extraversion predicts favorable evaluation in terms of responsiveness; while agreeableness did not predict empathy.

Originality/value

In sum, the authors successfully used the FFM to theoretically extend the 3Q model, which clarifies the usefulness and pathways of personality in formulating strategies for e-commerce success.

Details

Internet Research, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1066-2243

Keywords

Open Access
Article
Publication date: 12 May 2022

Olusegun Emmanuel Akinwale and Olaolu Joseph Oluwafemi

Personality profiling in today’s business world has become an essential organisational development practice targeted at identifying a set of employees' traits, which…

Abstract

Purpose

Personality profiling in today’s business world has become an essential organisational development practice targeted at identifying a set of employees' traits, which differentiate an employee from one another. Given the assumption that personality traits form an essential indicator of developing the potential of an individual workforce, possible to establish how employees function in a certain job role and their suitability for the particular tasks in an organisation. This study aims to explore the relationship between personality traits, assessment centres (ACs) quality and management development in Nigeria telecommunication organisation among its managers.

Design/methodology/approach

The study employed multi-stage sampling techniques and further stratified the hierarchy of the management and finally used a simple random sampling strategy on each stratum. A combination of 482 managers in Nigerian telecommunication organisations participated in this study. The study investigated 12 hypotheses and 1 mediating postulation. Multiple scales were adapted to measure dimensions of endogenous and exogenous variables along the path of mediating variables of the study. The study employed a cross-sectional survey approach to administering the research instrument across all the departments among the managers of the organisations. A structural equation model of assessment was used to analyse the data collected from managers of the telecoms organisations.

Findings

The outcome of the study was significant, 10 of the postulated hypotheses were found to be significant while 3 were not significant. The study revealed that a combination of openness to experience, conscientiousness, neuroticism, agreeableness and extraversion personality have no significant relationship with the AC. Also, employees who are high in neuroticism like being emotionally unstable did not find a significant relationship with the AC. In a similar situation, the combined effect of all the big-five personalities was not significant in management development among the managers of the telecommunication industry. The AC is discovered to mediate between personality traits and management development. Individually, the big-five model finds a significant relationship with AC and management development, respectively.

Research limitations/implications

The study is restricted to managers of the Nigerian telecoms industry alone and not all the entire workforce. It adopted cross-sectional analysis to make an inference on all the managers of the organisations. The implication is that the period of the view of a particular point in a sequence of the event may not be representative. Another implication is that the results from the cross-sectional design are for the relationship, and they do not indicate causation.

Originality/value

In practice, this study has shown that personality profiling is important to managing organisational behaviour to highlight a set of traits of employees suitable for peculiar roles. This study implies that personality elements constitute a vital signal of the potential development of the workforce. It helps to illuminate an individual functioning style in a certain task situation, therefore determining both professional and managerial suitability in performing a given role.

Details

Management Matters, vol. 19 no. 1
Type: Research Article
ISSN: 2279-0187

Keywords

Article
Publication date: 7 January 2022

Malvika Chhatwani

Mortgage delinquency has become a major crisis following the COVID-19 pandemic. This study explored mortgage delinquency antecedents, focusing on two individual-level…

Abstract

Purpose

Mortgage delinquency has become a major crisis following the COVID-19 pandemic. This study explored mortgage delinquency antecedents, focusing on two individual-level factors: financial literacy and personality traits.

Design/methodology/approach

Using a large sample of 2,511 consumers, we examined the direct effect of financial literacy and its interaction with personality traits to predict mortgage delinquency based on logistic regression analysis. We further provide several robustness tests to validate our findings.

Findings

We find that financially literate consumers are 6% less likely to delay their mortgage repayment during the COVID-19 pandemic. Moreover, personality traits such as neuroticism and extroversion positively and conscientiousness negatively moderate the given linkage between financial literacy and mortgage delinquency.

Practical implications

Banks and financial companies may devise relevant policies to reduce mortgage repayment by knowing the interplay between financial literacy and personality traits. Personality traits can be considered one of the parameters while sanctioning mortgages to prospective customers.

Originality/value

Our research examines the linkage between financial literacy, personality traits and mortgage delinquency based on a large nationally representative sample. Our findings suggest that personality traits moderate the effect of financial literacy on mortgage delinquency.

Details

International Journal of Bank Marketing, vol. 40 no. 3
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 22 September 2021

Abhijeet Biswas and Rohit Kumar Verma

The intent to start an entrepreneurial venture is predisposed by certain personality traits. The study aims to analyze the impact of various identified personality traits

Abstract

Purpose

The intent to start an entrepreneurial venture is predisposed by certain personality traits. The study aims to analyze the impact of various identified personality traits and entrepreneurial education on entrepreneurial intentions of management students.

Design/methodology/approach

The data for the study were gathered from 440 students of top 5 management institutes in India. The study used a cross-sectional design and structured questionnaire based on seven-point Likert scale and was administered employing a purposive sampling method. Structural equation modeling (SEM) was utilized to validate posited hypotheses in the study.

Findings

The study discerns that apart from agreeableness dimension of personality traits, all remaining identified dimensions along with entrepreneurial education had a significant influence on entrepreneurial intentions of management students with need for achievement emerging as the most important enabler. Conscientiousness was the major dimension among big five personality traits bearing a positive influence, while neuroticism registered a negative impact on entrepreneurial intentions. In addition, results bespeak that entrepreneurial education partially mediates the effect of need for achievement, locus of control and innovativeness on entrepreneurial intentions.

Research limitations/implications

The compendious model proffered in the study might be helpful for students, educators, consultants, financial institutions and policymakers in appreciating the gravity of underlying personality traits.

Originality/value

There is a dearth of research on big five personality traits and entrepreneurial education as enablers of entrepreneurial intentions. The study attempts to integrate big five personality traits model with dimensions of need for achievement, locus of control, innovativeness and entrepreneurial education for management students in India.

Details

Benchmarking: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 3 March 2021

Xiaoxiao Shi, Richard Evans, Wei Pan and Wei Shan

Crowdsourcing communities enable companies to post challenges that are completed by solvers (workers); their success depends on engagement, requiring both creativity and…

Abstract

Purpose

Crowdsourcing communities enable companies to post challenges that are completed by solvers (workers); their success depends on engagement, requiring both creativity and effort. This study explores solver engagement in online crowdsourcing communities, advancing the theory of trait engagement by investigating the mediating roles of: (a) task-related self-efficacy in linking conscientiousness, neuroticism and extraversion, with solver engagement, and (b) task complexity in influencing the mediation.

Design/methodology/approach

215 valid responses were obtained from solvers engaged in the popular Chinese crowdsourcing community, Epwk.com, using an online questionnaire. PLS was then used to analyze the data.

Findings

Results show that self-efficacy mediates the relationships for conscientiousness, neuroticism and extraversion, with solver engagement. Moderated mediation analysis revealed that self-efficacy mediates the relationships for: (a) conscientiousness and extraversion, for only solvers with high task complexity; and (b) neuroticism, for only solvers with low task complexity.

Originality/value

The authors’ findings underscore the importance of accounting for solvers' situational contexts when examining the relationships between personality, self-efficacy and solver engagement in online crowdsourcing communities.

Details

Information Technology & People, vol. 35 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 30 July 2020

Leonis Marchalina, Hartini Ahmad and Hamid Mahmood Gelaidan

This study examines the influences of personality traits on the employees' commitment to change that moderated by the organizational culture. The employee's commitment to…

1017

Abstract

Purpose

This study examines the influences of personality traits on the employees' commitment to change that moderated by the organizational culture. The employee's commitment to change is important for the large companies to sustain in the global economy.

Design/methodology/approach

The quantitative data were collected from the employees in the large companies that are listed in Bursa Saham Kuala Lumpur (BSKL) Malaysia. The research used a simple random sampling and a cross-sectional survey.

Findings

The results showed there is a relationship between the personality traits and the employees' commitment to change, moderated by the organizational culture.

Research limitations/implications

This study implies that both practitioners and leaders need to review how they could increase the employees' commitment to change in the companies based on the various personalities.

Originality/value

The originality of the study is the establishment of the instruments and theoretical building on the personality traits, organizational change and employees' commitment to change.

Details

Journal of Economic and Administrative Sciences, vol. 37 no. 4
Type: Research Article
ISSN: 1026-4116

Keywords

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