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Role of Brand Hate on the Relationship of Consumer Personality Traits and Brand Loyalty

International Journal on Customer Relations

Volume 8 Issue 2

Published: 2020
Author(s) Name: Sunita Gupta, Pankaj Gupta, Renu Yadav | Author(s) Affiliation: Associate Professor, Department of Commerce, Daulat Ram College, University of Delhi, Delhi, India.
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This research examines relationship between consumer personality traits comprising of extraversion, agreeableness, openness to experience, and conscientiousness and brand loyalty. Further, this relationship is tested by introducing a mediating variable namely Brand hate. Brand hate is the negative emotional effect of the consumer towards the brand. Convenience sampling was used to collect the primary data of the respondents. The study is carried out on a sample of 250 respondents. Theoretical model was tested through structural equation modelling using SPSS 24 and Amos 22. It is found that all personality traits variables studied have a direct relationship with brand loyalty. Mediation results indicate that brand hate fully mediates the relationship amongst extroversion-brand loyalty and conscientiousness-brand loyalty. Furthermore, partial mediation of brand hate exists between agreeableness-brand loyalty and openness to experience-brand loyalty. This research presents new perspectives for constructing a prudent model of consumer personality traits and brand loyalty by incorporating brand hate as the mediator. Findings, implications, and limitations are discussed towards the end of the paper.

Keywords: Consumer Personality, Brand Hate, Brand Loyalty, Personality Traits

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