A Study on Selected Antecedents of Brand Preference

Abstract

The main objective of the paper is to examine the relationship of consumer personality, values and consumer susceptibility to the interpersonal influences with private label brand preferences in the food category. This study uses constructs which are taken from existing branding scales. The primary data was collected by
administering the questionnaire on the respondents involving 550 consumers of private label brands as the study participants. Structural equation modeling technique is used for data analysis. The paper provides empirical insights about how personality, values and consumer susceptibility to the interpersonal influences affect the brand preferences. The research has been confronted with several limitations, since the self-report method was used for personality assessment, there may be bias in terms of the nature of respondents' personality as expressed in the questionnaire. The paper poses interesting insights and empirical evidence with regard to the predictive power of personality, values and consumer on brand preferences within private label contexts suggesting interesting implications for the development of a strong private label brand preference.