The influence of openness to experience and nostalgia proneness on brand loyalty
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Emerald Group Publishing Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Purpose The purpose of this paper is to examine the joint effect of two composite characteristics -openness to experience (OE) and nostalgia proneness (NP) - on product involvement (PI) and whether brand loyalty (BL) is a result of this PI. Design/methodology/approach In accordance with this purpose, a model suggesting that OE dimension of the five-factor model and NP influences PI and PI influences BL was developed and tested. The data used in the study were obtained from 1,392 participants from the Thrace region of Turkey. The authors use a structural equation model to test and confirm hypothesis. Findings OE influences PI and hence BL. On the other hand, it has been concluded that NP has no significant influence on PI. Research limitations/implications This is the first study to examine the influence of OE, one of the personality traits, and NP on BL. In this study, only OE, which is one of the five-factor personality traits, has been examined. Studies in the future may research the relationship between other personality traits and NP, PI and BL. Practical implications This paper provides managerial insights into why consumers' personality traits and NP need to be taken into consideration in creating BL. Originality/value To the best of authors' knowledge, the influence of OE and NP on BL has not been addressed in the current literature. Personality traits and NP are closely related to individuals' behaviors as a consumer. Understanding the factors that influence consumer purchase decision processes is of crucial importance to managers and researchers alike. The paper is of great value for firms that consider enhance BL.
Açıklama
Anahtar Kelimeler
Brand Loyalty, Involvement, Personality Traits, Openness To Experience, Product Involvement, Nostalgia Proneness, Personality-Traits, Big 5, Consumer Involvement, Product Involvement, 5-Factor Model, Determinants, Preferences, Performance, Intentions, Dimensions
Kaynak
Journal Of Advances In Management Research
WoS Q Değeri
N/A
Scopus Q Değeri
Q2
Cilt
15
Sayı
4