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Role Of Brand Hate On The Relationship of Consumer Personality Traits And Brand Loyalty


Affiliations
1 Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, India
2 Assistant Professor, Department of Commerce, Ramanujan College, University of Delhi, New Delhi,, India
3 Guest Faculty, NCWEB, University of Delhi, Delhi, India
     

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This research examines relationship between consumer personality traits comprising of extraversion, agreeableness, openness to experience, and conscientiousness and brand loyalty. Further, this relationship is tested by introducing a mediating variable namely Brand hate. Brand hate is the negative emotional effect of the consumer towards the brand. Convenience sampling was used to collect the primary data of the respondents. The study is carried out on a sample of 250 respondents. Theoretical model was tested through structural equation modelling using SPSS 24 and Amos 22. It is found that all personality traits variables studied have a direct relationship with brand loyalty. Mediation results indicate that brand hate fully mediates the relationship amongst extroversion-brand loyalty and conscientiousness-brand loyalty. Furthermore, partial mediation of brand hate exists between agreeableness-brand loyalty and openness to experience-brand loyalty. This research presents new perspectives for constructing a prudent model of consumer personality traits and brand loyalty by incorporating brand hate as the mediator. Findings, implications, and limitations are discussed towards the end of the paper.

Keywords

Consumer Personality, Brand Hate, Brand Loyalty, Personality Traits
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  • Role Of Brand Hate On The Relationship of Consumer Personality Traits And Brand Loyalty

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Authors

Sunita Gupta
Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, India
Pankaj Gupta
Assistant Professor, Department of Commerce, Ramanujan College, University of Delhi, New Delhi,, India
Renu Yadav
Guest Faculty, NCWEB, University of Delhi, Delhi, India

Abstract


This research examines relationship between consumer personality traits comprising of extraversion, agreeableness, openness to experience, and conscientiousness and brand loyalty. Further, this relationship is tested by introducing a mediating variable namely Brand hate. Brand hate is the negative emotional effect of the consumer towards the brand. Convenience sampling was used to collect the primary data of the respondents. The study is carried out on a sample of 250 respondents. Theoretical model was tested through structural equation modelling using SPSS 24 and Amos 22. It is found that all personality traits variables studied have a direct relationship with brand loyalty. Mediation results indicate that brand hate fully mediates the relationship amongst extroversion-brand loyalty and conscientiousness-brand loyalty. Furthermore, partial mediation of brand hate exists between agreeableness-brand loyalty and openness to experience-brand loyalty. This research presents new perspectives for constructing a prudent model of consumer personality traits and brand loyalty by incorporating brand hate as the mediator. Findings, implications, and limitations are discussed towards the end of the paper.

Keywords


Consumer Personality, Brand Hate, Brand Loyalty, Personality Traits

References