Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits

Kazutoshi Fujiwara; Shin’ya Nagasawa

doi:doi:10.11648/j.sjbm.s.2015030201.12

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Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits

Kazutoshi Fujiwara, Shin’ya Nagasawa

Published in Science Journal of Business and Management (Volume 3, Issue 2-1)

Received: 4 March 2015 Accepted: 4 March 2015 Published: 18 March 2015

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Abstract

Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.

Published in	Science Journal of Business and Management (Volume 3, Issue 2-1) This article belongs to the Special Issue Customer Experience Management / Marketing Branding
DOI	10.11648/j.sjbm.s.2015030201.12
Page(s)	11-23
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2015. Published by Science Publishing Group

Keywords

Luxury Brand, Customer Experience, Big Five Personality Traits

References

[1]	Schmitt, B.H. (1999) Experimental Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate, Free Press
[2]	Fujiwara, Kazutoshi & Nagasawa,Shin’ya(2015)“Relationship between Purchase Intentions for Luxury Brands and Customer Experience-Comparative Verification Among Product Categories and Brand Ranks” Unpublished Doctoral Dissertation
[3]	“Luxury Chocolate Brand GODIVA to Increase Number of Outlets in Japan to 300 within Next Five Years, Plans to Open Outlet in Tottori by End of Year to Achieve Goal of Having Outlet in Every Prefecture” Nihon Keizai Shimbun, August 22, 2014, p. 14
[4]	Miura, Toshihiko（2013）“Are Japanese Consumers Tough Consumers?” Yuhikaku Publishing, pp.45, 69-70
[5]	Veblen, T.B. (1899) Theory of the Leisure Class: An Economic Study in the Evolution of Institution, Macmillan
[6]	Vigneron, F & Lester W. Johnson (1999) “A Review and Conceptual Framework of Prestige Seeking Consumer Behavior”Academy of Marketing Science Review, pp.1-15.
[7]	Murakami, Yoshihiro & Murakami, Chieko (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, pp.2, 67, 147-165.
[8]	Shinji Oshii, Shingo Abe, Pino, Custrone(2012)“Development, Reliability, and Validity of the Japanese Version of Ten Item Personality Inventory (TIPI-J)”Japan Society of Personality Psychology, Vol.21(1),pp.40-52
[9]	Daniel Nettle (2007) What Makes You the Way You Are，Oxford University Press
[10]	Murakami, Yoshihiro (2008) The Power of Personality, Nikkei Business Publications, pp.114, 129
[11]	Costa, P. T., & McCrae, R. R. (1985) “The NEO Personality Inventory manual” Odessa, Florida: Psychological Assessment Resources
[12]	Research Society of FFPQ (1998) FFPQ(Five Factor Personality Questionnaire) Manual, Kitaooji Shobo
[13]	Fujishima, Yutaka & Yamada, Naoko & Tsuji, Heijiro (2005) “Construction of Short form of Five Factor Personality Questionnaire”Vol.13, pp.231-241
[14]	Murakami, Yoshihiro & Murakami, Chieko (1999), “The Five Dimensions of Personalities: An Introduction to Personality Psychology”, Baifukan
[15]	Gosling,S.D.,Rentfrow,P.J.,&Swann,W.B.,Jr. (2003) “A very brief measure of the big-five personality domains”Journal of Research in Personality,37 (6), pp.504-528.
[16]	Muck,P.M.,Hell,B.,&Gosling,S.D. (2007) “Construct validation of a short five-factor model instrument: A self-peer study on the German adaptation of the Ten-Item Personality Inventory (TIPI-G) ”European Journal of Psychological Assessment,23 (3), pp.166-175
[17]	Hofmans,J.,Kuppens,P.,& Allik,J. (2008) “Is short in length short in content? An examination of the domain representation of the ten item personality inventory scales in Dutch Language”Personality and Individual Differences, 45, pp.750-755.
[18]	Johnson, J.A., & Ostendorf, F. (1993) “Clarification of the Five- Factor Model With the Abridged-Big Five Dimensional Circumplex”Journal of Educational Measurement, 65, pp.563-576
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[20]	Hofstede, Geert, Hofstede, Gert Jan, Minkov, Michael （2010）Cultures and Organizations -Software of the Mind, 3rd edition, McGraw Hill.
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[22]	The Hofstead Center (Accessed December 22, 2014.)
[23]	“GODIVA’s Revenues in Japan to Double within Five Years, Open 10 Outlets this Term, Expanded Business to Hotels” Nihon Keizai Shimbun, September 21, 2006, p. 19
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APA Style

Kazutoshi Fujiwara, Shin’ya Nagasawa. (2015). Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits. Science Journal of Business and Management, 3(2-1), 11-23. https://doi.org/10.11648/j.sjbm.s.2015030201.12

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ACS Style

Kazutoshi Fujiwara; Shin’ya Nagasawa. Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits. Sci. J. Bus. Manag. 2015, 3(2-1), 11-23. doi: 10.11648/j.sjbm.s.2015030201.12

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AMA Style

Kazutoshi Fujiwara, Shin’ya Nagasawa. Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits. Sci J Bus Manag. 2015;3(2-1):11-23. doi: 10.11648/j.sjbm.s.2015030201.12

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@article{10.11648/j.sjbm.s.2015030201.12,
  author = {Kazutoshi Fujiwara and Shin’ya Nagasawa},
  title = {Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits},
  journal = {Science Journal of Business and Management},
  volume = {3},
  number = {2-1},
  pages = {11-23},
  doi = {10.11648/j.sjbm.s.2015030201.12},
  url = {https://doi.org/10.11648/j.sjbm.s.2015030201.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.12},
  abstract = {Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.},
 year = {2015}
}

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TY  - JOUR
T1  - Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits
AU  - Kazutoshi Fujiwara
AU  - Shin’ya Nagasawa
Y1  - 2015/03/18
PY  - 2015
N1  - https://doi.org/10.11648/j.sjbm.s.2015030201.12
DO  - 10.11648/j.sjbm.s.2015030201.12
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 11
EP  - 23
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.s.2015030201.12
AB  - Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.
VL  - 3
IS  - 2-1
ER  -

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Author Information

Kazutoshi Fujiwara

Graduate School of Commerce, Waseda University, Tokyo, Japan
Shin’ya Nagasawa

Graduate School of Commerce, Waseda University, Tokyo, Japan

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Plain Text BibTeX RIS

APA Style

Kazutoshi Fujiwara, Shin’ya Nagasawa. (2015). Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits. Science Journal of Business and Management, 3(2-1), 11-23. https://doi.org/10.11648/j.sjbm.s.2015030201.12

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ACS Style

Kazutoshi Fujiwara; Shin’ya Nagasawa. Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits. Sci. J. Bus. Manag. 2015, 3(2-1), 11-23. doi: 10.11648/j.sjbm.s.2015030201.12

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AMA Style

Kazutoshi Fujiwara, Shin’ya Nagasawa. Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits. Sci J Bus Manag. 2015;3(2-1):11-23. doi: 10.11648/j.sjbm.s.2015030201.12

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@article{10.11648/j.sjbm.s.2015030201.12,
  author = {Kazutoshi Fujiwara and Shin’ya Nagasawa},
  title = {Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits},
  journal = {Science Journal of Business and Management},
  volume = {3},
  number = {2-1},
  pages = {11-23},
  doi = {10.11648/j.sjbm.s.2015030201.12},
  url = {https://doi.org/10.11648/j.sjbm.s.2015030201.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.sjbm.s.2015030201.12},
  abstract = {Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.},
 year = {2015}
}

Copy | Download

TY  - JOUR
T1  - Relationship between Purchase Intentions for Luxury Brands and Customer Experience: Second Report - Comparative Verification Based on the Big Five Personality Traits
AU  - Kazutoshi Fujiwara
AU  - Shin’ya Nagasawa
Y1  - 2015/03/18
PY  - 2015
N1  - https://doi.org/10.11648/j.sjbm.s.2015030201.12
DO  - 10.11648/j.sjbm.s.2015030201.12
T2  - Science Journal of Business and Management
JF  - Science Journal of Business and Management
JO  - Science Journal of Business and Management
SP  - 11
EP  - 23
PB  - Science Publishing Group
SN  - 2331-0634
UR  - https://doi.org/10.11648/j.sjbm.s.2015030201.12
AB  - Schmitt [1] called the benefits of emotions that make consumers of particular products want to have an active connection with other consumers or voluntarily recommend the brand to others as the customer experience of Relate (hereinafter referred to as Relate). Fujiwara and Nagasawa [2] demonstrated, through an empirical study, that providing Relate is the key for luxury brands to set themselves apart from the mass brands. This paper is a follow-up report on that study. By adding a new focal point, namely consumer heterogeneity (differences in personality traits), this paper makes an attempt to provide empirically validated evidence on the effect that personality differences have on how consumers react to Relate. In the study, personality traits were classified based on the Big Five personality traits [Note 1], and multiple regression analyses were performed. The results suggested that providing Relate, when carrying out luxury brand strategies, is particularly effective for people with low levels of extraversion, high levels of conscientiousness, and low levels of neuroticism.
VL  - 3
IS  - 2-1
ER  -

Copy | Download