Brand evangelism and big five personality traits
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Abstract
A brand evangelist has a strong influence on consumption behavior, yet some personality traits affect his/her brand evangelism. The objective of this study is to understand the relationships between brand evangelism and the Big Five personality traits (i.e., extraversion, openness, conscientiousness, neuroticism, and agreeableness). The study was conducted on 385 car owners in MuÅŸ. The results include descriptive characteristics, exploratory factor analysis, correlation, t-test, and a multivariate regression model for testing the hypotheses. The results show that brand evangelism is significantly related to extraversion and openness. In addition, women exhibit more agreeableness, neuroticism, and conscientiousness than men, who are more open than women; no significant difference exists between them in terms of extraversion.
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Keywords: Extraversion, Conscientiousness, Neuroticism, Agreeableness; Openness, Brand Evangelism;
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The Global Journal of Business Economics and Management: Current Issues is an open-access journal. The copyright holder is the author or authors. Licensee: Birlesik Dunya Yenilik Arastirma ve Yayincilik Merkezi, North Nicosia, Cyprus. All articles can be downloaded free of charge. Articles published in the Journal are Open-Access articles distributed under the CC-BY license [Attribution 4.0 International (CC BY 4.0)].
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