The effect of personality traits on private brand consumer tendencies: A cross‐cultural study of Mediterranean countries
Cross Cultural Management: An International Journal
ISSN: 1352-7606
Article publication date: 27 April 2012
Abstract
Purpose
The purpose of this paper is to investigate the association between three personality traits (individualism, materialism and the “need for cognition”) and two characteristics of shoppers who buy private‐label brands (their predisposition to do so, and the importance they attach to the “brand dimensions”) across four member countries of the Union of the Mediterranean.
Design/methodology/approach
A questionnaire in the local language, using questions, items and scales adapted from previous studies, was completed by 683 undergraduate students. The scaled data were analysed by SPSS, and tested for internal reliability and equivalence.
Findings
Overall, the personality traits were significantly associated with both behavioural characteristics. Specifically, materialism and the need for cognition were linked to inclination to purchase private brands, and materialism and individualism to the perceived importance of brand dimensions. Cross‐cultural differences were found.
Originality/value
The demographic profile of the private‐brand consumer is well known, but not the behavioural profile. This study provides retail planners with valuable new marketing intelligence.
Keywords
Citation
Herstein, R., Tifferet, S., Luís Abrantes, J., Lymperopoulos, C., Albayrak, T. and Caber, M. (2012), "The effect of personality traits on private brand consumer tendencies: A cross‐cultural study of Mediterranean countries", Cross Cultural Management: An International Journal, Vol. 19 No. 2, pp. 196-214. https://doi.org/10.1108/13527601211219883
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited