Personality trait theory and consumer behaviour
Abstract
An empirical study was conducted to test the relevance
of personality trait theory in the Indian context. The
objective was to define the scope of personality trait
theory for research and marketing strategy by overcoming
the limitations of past studies. The findings indicated that
differences in brand use could be explained by personality
theory under certain conditions. Specifically/ the findings
showed that brands which occupied different product
positions attracted different personality types. These
positions might be created by a combination of physical
properties and socio-psychological attributes of the product.
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