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Purpose This study aims to propose and test an appraisal theory-based framework that depicts the impact of negatively valenced brand personality dimensions on brand hate development and the resultant outcomes of non-purchase intention and anti-brand actions. The study also delineates the moderation effect of Big Five consumer personality traits on brand personality-brand hate relationship. Design/methodology/approach An international sample of 370 brand haters was collected and analysed with partial least square-based structural equation modelling. Findings Both negatively valenced brand personality dimensions of responsibility and activity are significant predictors of brand hate in consumers, and this brand hate leads to outcomes of anti-brand actions and non-purchase intention of consumers. Moderation analysis delineates that the consumer personality trait of neuroticism significantly moderates the relationship between both brand personality dimensions and brand hate. The study also established the importance of national culture in defining consumers’ behavioural intentions. Originality/value This study provides a novel appraisal theory-based integrated framework to understand the relationship between cognition of brand personality, brand hate emotional state and behavioural actions of consumers. To the best of the authors’ knowledge, this study is the first to consider the impact of these personality dimensions on brand hate development while assessing the interaction effect of consumer and brand personality dimensions on brand hate development.

It aims to explore the positive relationship between consumer personality and deep online consumption behavior, and discover the mediating and moderating roles of online social interaction. By integrating Big Five personality and social interaction theories, we established a theoretical framework for presenting the relationship. We then developed a structural equation model and used regression analysis method to analyze the data collected from 313 Chinese consumer questionnaires. The results show that though the direct effect of consumer personality on deep online consumption behavior is insignificant on the whole, the extroversion, openness to experience, agreeableness, conscientiousness of consumers significantly and positively affect online purchase decision and post-purchase consumer engagement. While the neuroticism negatively affects online purchase decision and insignificantly affects post-purchase consumer engagement. Moreover, online social interaction significantly and positively mediates the relationships between the first four personalities and deep online consumption behavior. It also significantly moderates the effect of five personalities on online purchase decision, and strengthens the effect of conscientiousness on post-purchase consumer engagement. The study enriches our understanding of the complexity and heterogeneity of the influence of consumer personalities on online consumption behavior.

In recent years, in response to the effects of Covid-19, there has been an increase in the use of social robots in service organisations, as well as in the number of interactions between consumers and robots. However, it is not clear how consumers are valuing these experiences or what the main drivers that shape them are. Furthermore, it is an open research question whether these experiences undergone by consumers can be affected by their own personality. This study attempts to shed some light on these questions and, to do so, an experiment is proposed in which a sample of 378 participants evaluate a simulated front-office service experience delivered by a social robot. The authors investigate the underlying process that explains the experience and find that cognitive-functional factors, emphasising efficiency, have practically the same relevance as emotional factors, emphasising stimulation. In addition, this research identifies the personality traits of the participants and explores their moderating role in the evaluation of the experience. The results reveal that each personality trait, estimated between high and low poles, generates different responses in the evaluation of the experience.

This paper provides a comprehensive perspective on loud luxury product design, which so far has been limited to the concept of brand prominence. Drawing on insights from a qualitative study and conceptual considerations, the current research introduces a new luxury product design element—design extravagance. Furthermore, a field study and a large-scale survey of high-income individuals are conducted to explore the role consumers’ personality traits extraversion and openness to experience and personal motives (need for status and need for uniqueness) play in shaping consumer responses to two important luxury product design elements (brand prominence and design extravagance). The results suggest that the personality trait extraversion promotes consumers’ desire for status, which then leads consumers to favor extravagantly designed and logo-laden brands. Openness to experience, on the other hand, correlates with a desire for uniqueness and lies behind a penchant for design extravagance. Finally, the theoretical implications of this idea for future luxury research are discussed, along with its practical implications for luxury marketing.

Successful marketing efforts and professional sales encounters often depend on consumer involvement in the purchase decision process itself, which in turn may impact firm performance. Despite the importance of consumer involvement, research has yet to fully explain the relationship between consumer personality characteristics and the nature of consumer purchase involvement. This study explores the degree to which consumer perception of salesperson ethical treatment helps explain the relationship between consumer personality characteristics and nature of involvement. Data were collected from a large sample of working adults placed in two scenario-based positive professional sales encounters featuring an important purchase decision. The results indicated that adult consumers' personality characteristics functioned through judgment of salesperson ethical treatment to affect the nature of purchase involvement. Specifically, consumer judgment of salesperson ethical treatment fully mediated a positive relationship between internal locus of control and cognitive (as opposed to affective) involvement. By comparison, consumer judgment of a salesperson ethical treatment partially mediated the positive relationship between emotional awareness and cognitive (as opposed to affective) involvement. The above findings were similar for informational and relational salesperson customer-orientated scenarios. Key implications for selling professionals and sales organizations are discussed, such as augmenting consumers' self-assessments to increase their perceptions of salesperson ethics and purchase involvement. The limitations and recommendations for future research are also presented.

Purpose This study aims to examine the relationship between the personality dimensions of consumers and celebrities; the effect of celebrity personality on attitude towards the celebrity; and the effect of attitude towards the celebrity on purchase intention. Design/methodology/approach Data were gathered from 400 respondents in the North of England to explore the connections between five consumer personality dimensions (agreeableness, extroversion, openness, conscientiousness and neuroticism) and nine celebrity personality dimensions (neuroticism, extroversion, openness, agreeableness, conscientiousness, sincerity, excitement, stylishness and positivity) and were analysed using structural equation modelling. Findings The findings suggested that some dimensions of consumer personality, i.e. conscientiousness, extroversion and openness, were significantly related to all the celebrity personality dimensions. Moreover, all the celebrity personality dimensions had a significant effect on consumers’ attitude towards the celebrity; however, only neuroticism, extroversion, openness, sincerity and positivity significantly affected purchase intention. Finally, attitude towards the celebrity had a significant effect on purchase intention. Originality/value The study introduces a celebrity personality scale and explores a topic that has not previously been researched.

Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature has heavily focused on determinations of sustainable consumer behavior, and practitioners have used these results to derive short-term marketing decisions, e.g., adequate pricing of sustainable products. However, no study has scrutinized derivations of sustainable brand personalities or provided important long-term, strategic, managerial implications for marketing managers of sustainable brands. This study aims to contribute to this underrepresented research field and makes recommendations for preferred brand personality dimensions for sustainable brands. First, the personality structure of sustainable consumers by using a preference-based two-step segmentation approach is investigated, and subsequent profiling of the sustainable consumer segment is conducted. The research relies on the results of an empirical discrete choice experiment and a personality test, including the data of a representative German consumer sample. Sustainable consumers were found to be highly agreeable and open. Second, the personality results of sustainable consumers are linked to consumers’ personality-specific preferred brand personalities. Third, recommendations for harmonic brand personality dimensions for sustainable brands, e.g., competence, excitement, and sincerity, are derived, and therefore, long-term, strategic, managerial implications are provided.

The paper structures the recent literature on brand engagement into self-concept (BESC) and its antecedents (i.e. materialism and status consumption). The research aims to define future research directions on BESC based on consumers’ cultural orientations formulated in Hofstede’s model of cultural dimensions. Bibliometric analysis with the visualisation of similarities (VOS) method and content analysis in the form of thematic analysis were used to examine the research landscape and select the main research fronts on BESC, materialism, status consumption, and cultural dimensions. The data were collected from The Web of Knowledge and Scopus and cross-checked with EBSCO. The recognition that consumer culture contributes to the brand marketing drives companies to engage with their consumers focusing on the self-concept. This study advances the theme of the importance of BESC and culture. It proposes future research directions on cultural dimensions and BESC to develop an understanding of the core drivers and the consequences of BESC among consumers. The findings contribute to developing more effective branding and communication strategies across different cultures. The study is limited to three selected databases and Hofstede's cultural dimensions model as a culture metric.

Brand loyalty is widely recognized as a key driver of consumer behavior, significantly influencing their willingness to pay more for preferred brands. This study explores the relationship between brand loyalty, its components, willingness to pay, consumer personality traits, and product price range. A tailored online survey involving participants aged 18 to 60 revealed a strong positive correlation between brand loyalty and increased willingness to pay. The findings also underscore the influence of Conscientiousness and Energy on brand loyalty, alongside the moderating effect of product price range. Specifically, habit-based loyalty dominates low-priced, routine purchases, while higher-priced decisions involve deeper cognitive-affective evaluations. These insights offer valuable guidance for enhancing customer satisfaction and optimizing brand profitability.

Currently, social consumption constitutes a rapidly increasing trend with significant potential for companies; moreover, the characterization of social consumers is highly relevant. To date, sociodemographic variables have been widely studied but appear to be less appropriate to uniquely characterize social consumers. Psychographic variables are credited with the ability to overcome these problems, since recent studies maintain that consumers’ personal values and lifestyles are predictors of social consumption. However, personal values and lifestyle represent only two categories of psychological variables. Personality is another variable further known to be an antecedent of personal values and lifestyle. In this study, we focus on the characterization of social consumers based on both their personalities and sociodemographic variables. We conduct an empirical discrete choice experiment and investigate consumers’ personalities as a driver of consumer preferences for the fair trade (FT) label attribute. To operationalize consumers’ personalities, we use the popular five-factor approach. For the determination of consumers’ preferences, we estimate a mixed logit model including both unobserved preference heterogeneity and observed heterogeneity. Observed heterogeneity is captured by consumers’ personalities and sociodemographic variables. We find that gender, academic degree, income and four personality traits are important drivers of consumers’ social preferences. We determine the interaction effects between sociodemographic and personality variables and argue for the consideration of personality in the characterization of social consumers as the core source of social preferences. A subsequent simulation study provides further insight into marketing strategies derived from the personality-characterization of social consumers.