Correspondence: Yelena Tsarenko, Department of Marketing, Monash University, S 7.18, Chisholm Tower, 26 Sir John Monash Drive, P.O. Box 197, Caulfield East VIC 3145, Australia. Tel: +61 3 9903 2354; Fax: +61 3 9903 1558; E-mail: yelena.tsarenko@buseco.monash.edu.au

¹is currently a PhD researcher in the Department of Marketing at Monash University. He is actively involved in research and teaching activities at the university. His current research topic is in the area of non-profit services marketing. He is investigating the barriers to and antecedents of consumer participation in nonprofit organisations with churches as the research context.

²graduated from the Kiev International University of Civil Aviation in Ukraine with a Bachelor (Hons) in Economics. After completing a PhD in Economics, she worked as a lecturer and later as an associate professor in the areas of Marketing and International Economics at the Kiev International University of Civil Aviation. She joined Monash University in 2000. She conducts research in the areas of consumer psychology and services marketing and has published in leading international marketing journals, including The Journal of Marketing Management and The Journal of Services Marketing.

³is a sessional academic in the Department of Marketing at Monash University. In addition to teaching, he is also actively involved in the research activities of the department. He has a particular interest in the area of research methodology and management.

Received 28 March 2007; Revised 28 March 2007; Published online 8 June 2007.

Abstract

The aim of this study was to explore the relationship between consumer personality and brand personality as measured by constructs reflecting The Big Five dimensions in the context of fashion products. The findings of the study show that some dimensions of The Big Five constructs are significantly related to preferences on particular dimensions of brand personality. It was found that consumers who exhibit a Conscientious personality demonstrate preferences towards 'Trusted' brands. In contrast, those who are Extrovert in nature are motivated by 'Sociable' brands. Findings related to gender reveal that male and female consumers differ in how they express their personality when it comes to brand personality. Male respondents who are dominant on the Neuroticism dimension prefer 'Trusted' brand while 'Trusted' brand is preferred by females who are dominant on the Conscientiousness dimension. The results of this study will inform brand managers about how to tailor specific marketing strategies such that brand personalities communicated to consumers are congruent with their personalities.