Personality traits and global brand attributes: The mediating effect of consumer attitude

This study probes the impact of big five personality traits on consumer attitude towards global brands and the impact of attitude on global brand attributes and the mediational impact of consumer attitude in an emerging market like India. To examine the hypotheses, the structural equation modeling was employed. The investigation revealed extraversion and openness to experience to positively influence consumer attitude while the relationship was found negative for neuroticism. As hypothesized, consumer attitude exercised positive influence over global brand attributes. The meditating effect of consumer attitude was confirmed by the association between extraversion, neuroticism, and openness to experience with global brand attributes.