Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience

By Kurt Matzler, Sonja Bidmon, Sonja Grabner‐Kräuter. 2006

286 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/010b66fe5b6bbc8dbc481d22608d7c154932a84e

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In Marketing

In Organizational Behavior and Human Resource Management

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Citations in the corpus

Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty (2012, unknown): “In the words of Matzler et al. (2006) ‘‘Brands that make the customer ‘happy’, ‘joyful’ or ‘affectionate’ cause a stronger attitudinal commitment and purchase loyalty’’.”
The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers (2010, background): “As indicated in the research conducted by Matzler et al. (2006), only openness and extroversion personality traits have positive correlation with brand or product loyalty in the hedonic product group.”
Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries (2008, background): “Openness, as one of the big five personality traits (i.e., openness to experience), has been linked to hedonic, affective, and more symbolic values of brands (Matzler, Bidmon, and Grabner-Krauter 2006; Olver and Mooradian 2003).”
Gender differences in brand commitment, impulse buying, and hedonic consumption (2012, background): “For instance, both brand commitment and loyalty are associated with risk aversion (Matzler et al., 2006).”
Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention (2016, background): “Furthermore, a positive relationship between the user and brand personality is shown to influence attitudinal and purchase loyalty (Matzler, Bidmon, and Grabner-Kräuter 2006).”
An Examination of the Relationships Between Materialism, Conspicuous Consumption, Impulse Buying, and Brand Loyalty (2012, background): “Matzler, Bidmon, and Grabner-Krauter (2006) found that openness and extroversion both positively correlated to brand loyalty in terms of products with hedonic value.”