The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry

The increasing trend of symbolic consumption among consumers of branded clothing in Pakistan has implications for both, the branded clothing industry and consumer behavior scholars. Self-enhancement motives (brand engagement in self-concept and status consumption) are core elements of symbolic consu...

Full description

Saved in:

Bibliographic Details
Main Author:	Rehman, Zia Ur
Format:	Thesis
Language:	English
Published:	2019
Subjects:	HF5549.5.M63 Employee motivation
Online Access:	http://eprints.utm.my/id/eprint/92416/1/ZiaUrRehmanPAHIBS2019.pdf.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-utm-ep.92416
record_format	uketd_dc
spelling	my-utm-ep.924162021-09-28T07:34:23Z The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry 2019 Rehman, Zia Ur HF5549.5.M63 Employee motivation The increasing trend of symbolic consumption among consumers of branded clothing in Pakistan has implications for both, the branded clothing industry and consumer behavior scholars. Self-enhancement motives (brand engagement in self-concept and status consumption) are core elements of symbolic consumption. These motives have been studied from different perspectives; however, one can rarely find a study based on personality traits as predictors and brand-related outcomes (brand loyalty and word of mouth) of self-enhancement motives. Therefore, the present study aims at the investigation of the predictors and outcomes of self-enhancement motives by drawing on Mowen’s meta-theoretic model as foundation. Besides, the present study develops a model to examine openness to experience, extraversion, conscientiousness, the need for arousal and materialism as antecedents of self-enhancement motives and consumption focused self-expression word of mouth and clothing brand loyalty as outcomes. The hierarchically designed model proposes 22 hypotheses to test the direct and indirect relationships among variables. The study employed a cross-sectional survey design by using multi-stage sampling method. A total of 675 questionnaires were distributed and 502 were found complete and usable for data analysis. Structural Equation Modeling using Partial Least Squares method was applied to test the relationships in this study. The data analysis revealed that personality traits (extraversion, conscientiousness, materialism, and the need for arousal) are significant predictors of self-enhancement motives except for openness to experience. Moreover, self-enhancement motives play a significant role in influencing brand outcomes. The study also confirmed the mediating role of materialism between personality traits and self-enhancement motives. Moreover, the mediation of self-enhancement motives between the relationship of materialism and brand outcomes was also confirmed. The results of the study imply that firms should focus on the personality factors affecting self-enhancement motives to enhance brand outcomes. 2019 Thesis http://eprints.utm.my/id/eprint/92416/ http://eprints.utm.my/id/eprint/92416/1/ZiaUrRehmanPAHIBS2019.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:138028 phd doctoral Universiti Teknologi Malaysia Faculty of Engineering - School of Chemical & Energy Engineering
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HF5549.5.M63 Employee motivation
spellingShingle	HF5549.5.M63 Employee motivation Rehman, Zia Ur The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
description	The increasing trend of symbolic consumption among consumers of branded clothing in Pakistan has implications for both, the branded clothing industry and consumer behavior scholars. Self-enhancement motives (brand engagement in self-concept and status consumption) are core elements of symbolic consumption. These motives have been studied from different perspectives; however, one can rarely find a study based on personality traits as predictors and brand-related outcomes (brand loyalty and word of mouth) of self-enhancement motives. Therefore, the present study aims at the investigation of the predictors and outcomes of self-enhancement motives by drawing on Mowen’s meta-theoretic model as foundation. Besides, the present study develops a model to examine openness to experience, extraversion, conscientiousness, the need for arousal and materialism as antecedents of self-enhancement motives and consumption focused self-expression word of mouth and clothing brand loyalty as outcomes. The hierarchically designed model proposes 22 hypotheses to test the direct and indirect relationships among variables. The study employed a cross-sectional survey design by using multi-stage sampling method. A total of 675 questionnaires were distributed and 502 were found complete and usable for data analysis. Structural Equation Modeling using Partial Least Squares method was applied to test the relationships in this study. The data analysis revealed that personality traits (extraversion, conscientiousness, materialism, and the need for arousal) are significant predictors of self-enhancement motives except for openness to experience. Moreover, self-enhancement motives play a significant role in influencing brand outcomes. The study also confirmed the mediating role of materialism between personality traits and self-enhancement motives. Moreover, the mediation of self-enhancement motives between the relationship of materialism and brand outcomes was also confirmed. The results of the study imply that firms should focus on the personality factors affecting self-enhancement motives to enhance brand outcomes.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Rehman, Zia Ur
author_facet	Rehman, Zia Ur
author_sort	Rehman, Zia Ur
title	The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
title_short	The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
title_full	The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
title_fullStr	The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
title_full_unstemmed	The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
title_sort	effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry
granting_institution	Universiti Teknologi Malaysia
granting_department	Faculty of Engineering - School of Chemical & Energy Engineering
publishDate	2019
url	http://eprints.utm.my/id/eprint/92416/1/ZiaUrRehmanPAHIBS2019.pdf.pdf
_version_	1747818595866378240

The effect of personality traits and self enhancement motives on brand outcomes in branded clothing industry

Similar Items