Published December 23, 2023 | Version v1
Journal article Embargoed

Does Personality Traits Relate to Meaning of Brand?

  • 1. Universal AI University, Karjat, India
  • 2. SIES College of Management Studies, Nerul, India


Abstract: This paper aims to identify correlation between personality traits and consumers with these personality traits extracts meaning of brand. This helps marketer to develop branding strategy more effective and targets right sets of consumers. We adopt the already developed scale of big five inventory model and meanings of branded products scale. Meaning of branded scale has six primary dimensions and evaluated each item using a seven-point Likert scale with strongly disagree (1) and strongly agree (7) as anchors. The analysis is based on a survey of 122 Indian consumers. The results reveal a considerable relationship between personality traits and their interpretation for the meaning of brand. Personality traits like conscientiousness and neuroticism are highly correlated with the various meanings of brand on the other hand; extraversion and agreeableness are rarely correlated the meanings extracted for the brand. The findings can be used to position the product and marketing strategy considering behaviour of these personality consumers. Implications for the dissemination of consumer education and information are suggested. This paper considers the fact that understanding meaning of brand in the view of consumer is an important matter to develop the branding strategy.

Keywords: Meaning of Brand, Personality traits, Big Five Inventory Model, Branding



The files will be made publicly available on December 30, 2030.

Reason: Subscription is required.