| SMART JOURNAL OF BUSINESS MANAGEMENT STUDIES |
VOL. 18 |
NO. 2 |
PAPER 8 |
10.5958/2321-2012.2022.00018.5 |
PERSONALITY TRAITS AND GLOBAL BRAND ATTRIBUTES: THE MEDIATING EFFECT OF CONSUMER ATTITUDE
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| Harsandaldeep Kaur* and Pranay Moktan** |
| * Assistant Professor, University School of Financial Studies, Guru Nanak Dev University Amritsar, Punjab, India
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| ** Research Scholar, University School of Financial Studies, Guru Nanak Dev University Amritsar, Punjab
India
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| 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 editational 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 on global brand attributes. The meditating effect of consumer attitude was confirmed on the association between extraversion, neuroticism, and openness and experience with global brand attributes.
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