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Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality

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  • Zabkar, Vesna
  • Arslanagic-Kalajdzic, Maja
  • Diamantopoulos, Adamantios
  • Florack, Arnd

Abstract

Although personality traits have repeatedly been shown to influence consumer behavior, their impact on willingness to buy global brands has yet to be empirically investigated. Based on a four-country sample (N=4539) of South East European consumers, we test alternative pathways linking consumer personality traits to global brand purchase intentions. Our findings show that extraversion, neuroticism, conscientiousness and openness to experience impact purchase intentions mediated through consumers' global brand associations, domestic country bias and price sensitivity. Implications of the findings for theory and practice are considered and future research directions identified.

Suggested Citation

  • Zabkar, Vesna & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios & Florack, Arnd, 2017. "Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality," Journal of Business Research, Elsevier, vol. 80(C), pages 228-235.
    • Handle: RePEc:eee:jbrese:v:80:y:2017:i:c:p:228-235
    DOI: 10.1016/j.jbusres.2017.06.006
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    2. Luis J. Camacho & Patricio Ramírez-Correa & Cristian Salazar-Concha, 2022. "Xenocentrism and Formal Education: Evaluating Its Impact on the Behavior of Chilean Consumers," JRFM, MDPI, vol. 15(4), pages 1-14, April.
    3. Pelau Corina & Serban Daniela & Chinie Alexandra Catalina, 2018. "The influence of personality types on the impulsive buying behavior of a consumer," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 12(1), pages 751-759, May.
    4. Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Moschik, Nicole, 2020. "Are consumers' minds or hearts guiding country of origin effects? Conditioning roles of need for cognition and need for affect," Journal of Business Research, Elsevier, vol. 108(C), pages 487-495.

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