Big Five Personality Traits and Brand Evangelism

Abstract

The objective of the study is to understand the relationships between each of the Big Five Personality Traits and the concept of brand evangelism. The hypotheses tested are whether brand evangelism relates to each of the Big 5 Personality Traits consisting of extraversion, openness, conscientiousness, neuroticism and agreeableness. A brand evangelist frequently exhibits a strong desire to influence consumption behavior. The research method of this study was based on the implementation of 528 self-administered questionnaires. The results include descriptive characteristics, Cronbach’s alphas, correlations and a multivariate regression model for testing the hypotheses. The results of the overall regression model show significance. Brand evangelism is significantly related to extraversion, openness and neuroticism. Future research is also discussed as understanding these personality traits and what drives individuals with these traits to become brand evangelists can strengthen a company’s success with its brand(s).