Do Consumers’ Personality Traits Play a Role in the Model of Antecedents and Outcomes of Brand Love? An Empirical Investigation Among Apparel Brand Consumers

The apparel business is highly competitive, and hence, creating a strong consumer brand relationship (CBR) is critical for businesses to survive in the market. Building brand love (BL) among consumers will help to retain them as they become emotionally attached to the brand. This study seeks to explore the connection between antecedents and outcomes of BL and to identify how personality traits affect the said relationship. Based on the interpersonal relationship theory and the Big Five Personality Traits (BFPT) theory, a research model is proposed and empirically tested using structural equation modelling based on the data collected from 611 apparel brand consumers. The study result indicated that brand satisfaction (BS), brand image (BI) and brand identification (BID) create BL among apparel brand consumers. This BL, in turn, drives repurchase intention (RPI) and the willingness to pay a premium (WPP) for the product, while also strengthening their resistance to negative information (RNI). The study further identified that consumers’ personality traits have the power to moderate the relationship between antecedents and outcomes of BL, which marketers have to keep in mind while framing strategies to retain their consumers.