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 AJIBM  Vol.5 No.11 , November 2015
Relationships among Purchase Intentions for Luxury Brands and Personality Traits Based on the Big Five
Abstract: Fujiwara and Nagasawa [1] verified differences in the degree of effect of the four psychological factors1 that constituted Japanese people’s preference for luxury brands on the development of purchase intentions for luxury food and car brands. This study is related to the study mentioned above and verifies the effects of consumers’ personality traits on purchase intentions for these luxury brands. It uses a personality trait classification method called the “Big Five personality traits” to perform an empirical analysis of the way that the five dimensions of personality traits4 influence purchase intentions for each brand. As a result, it suggests 1) that the purchase intentions of emotionally unstable consumers with a high dimension of Neuroticism for FERRARI and PORSCHE are significantly lower than those with a low dimension of Neuroticism and 2) that the purchase intentions of consumers who are highly devoted to art and have a high dimension of Openness to Experience for DOM PERIGNON, FERRARI, ROLLS-ROYCE and PORSCHE are significantly higher than those with a low dimension of Openness to Experience.
Cite this paper: Fujiwara, K. and Nagasawa, S. (2015) Relationships among Purchase Intentions for Luxury Brands and Personality Traits Based on the Big Five. American Journal of Industrial and Business Management, 5, 631-639. doi: 10.4236/ajibm.2015.511063.
References

[1]   Fujiwara, K. and Nagasawa, S. (2015) Analysis of Psychological Factors That Influence Preference for Luxury Food and Car Brands Targeting Japanese People. American Journal of Industrial and Business Management, 5, 590-600.
http://dx.doi.org/10.4236/ajibm.2015.59059

[2]   Sugimoto, T. (1992) Personal Attitude Construct Analysis for Brand Oriented Customers. Journal of Advertising Science, 27, 101-105.

[3]   Murakami, Y. and Murakami, C. (2008) Handbook for the Big Five Personality Inventory (Revised Edition): Introduction to the World of the Big Five Factors Starting with the Basics for Measuring Personality Traits. Gakugei Tosho, Tokyo.

[4]   Vigneron, F. and Johnson, L.W. (1999) A Review and Conceptual Framework of Prestige Seeking Consumer Behavior. Academy of Marketing Science Review, 1, 1-15.

[5]   Nettle, D. (2007) What Makes You the Way You Are. Oxford University Press, Oxford.

[6]   Oshio, S., Abe, S. and Custrone, P. (2012) Development, Reliability, and Validity of the Japanese Version of Ten Item Personality Inventory (TIPI-J). Japan Society of Personality Psychology, 21, 40-52.
http://dx.doi.org/10.2132/personality.21.40

[7]   Kapferer, J.N. (2015) Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare. Kogan Page Ltd., London, 52-54.

[8]   Kapferer, J.N. and Bastien, V. (2009) The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands. Kogan Page, London. (Nagasawa, S. trans. (2011) Toyo Keizai, Tokyo, 112-113)

 
 
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