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

Abstract

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.