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Brand Avoidance and the Big Five Personality Traits

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Brand Avoidance and the Big Five Personality Traits Aalborg University Department of International Marketing Brand Avoidance and the Big Five personality traits Master thesis MSc International Marketing Author Dominik Remetei Supervisor Li Thuy Dao Study Program International Marketing Submission date 06/06/2018 N° of pages incl. appendices 82 N° of characters without appendices 98 033 STANDARD TITLE PAGE FOR PROJECTS To be completed by the student(s) Subjects: (tick box) Project: Thesis: X Written Assignment: Study programme: MSc International Marketing Semester: 4th Semester Exam Title: IM - Master's Thesis Group Number: Names + Name(s) Student Number(s) Student Nos of group member(s): Dominik Remetei 20151348 Submission date: 6/6/2018 Brand Avoidance and the Big Five Project Title /Thesis Title personality traits According to module descriptions, maximum number of keystrokes of the paper/maximum number of 240 000/100 pages: Number of keystrokes/pages (one standard page = 2400 keystrokes, including spaces) (table of contents, bibliography and 98 033/60 appendix not to be included) Supervisor (project/thesis): Li Thuy Dao We hereby declare that the work submitted is our own work. We understand that plagiarism is defined as presenting someone else's work as one's own without crediting the original source. We are aware that plagiarism is a serious offense, and that anyone committing it is liable to academic sanctions. Rules regarding Disciplinary Measures towards Students at Aalborg University: http://www.plagiarism.aau.dk/Rules+and+Regulations/ Date and signature(s): _________________________________ th Dominik Remetei, 28 of May 2018 Acknowledgements I would like to thank all the people that have supported me throughout my studies and that I had the chance to work with: • My family for supporting me not only financially, but also emotionally in times of the uttermost need • Li Thuy Dao, for a being helpful, attentive, and professional supervisor of my thesis. The patient and insightful guidance helped me to form my thesis vision and more importantly to realize an interesting research. • All the enthusiastic professors for putting all the effort into making the lessons engaging and for broadening my knowledge in International Marketing • All the respondents that found the time to participate in the research of my thesis Lastly, I'd also like to thank the AAU staff for providing a thorough informational support and the AAU students, especially Anika Spindelmann, Carolin Engelke, and Ottavia Feletig, for making my studies more enjoyable and simply fun. Table of contents List of tables ............................................................................................................................................. i List of graphs ............................................................................................................................................ i List of figures ............................................................................................................................................ i List of acronyms........................................................................................................................................ i Summary ..................................................................................................................................................ii 1 Introduction .................................................................................................................................... 1 Thesis rationale ....................................................................................................................... 2 Problem formulation ............................................................................................................... 3 2 Literature review ............................................................................................................................ 3 Brand Avoidance ..................................................................................................................... 3 2.1.1 Experience-based avoidance ........................................................................................... 5 2.1.2 Identity-based avoidance ................................................................................................ 6 2.1.3 Morality-based avoidance ............................................................................................... 7 2.1.4 Deficit Value Avoidance ................................................................................................... 8 2.1.5 Brand avoidance - chapter summary .............................................................................. 9 2.1.6 Answer to the 1st supporting research question ........................................................... 10 Personality traits.................................................................................................................... 11 2.2.1 Genetics vs. Environmental influence ........................................................................... 11 2.2.2 Personality theories ....................................................................................................... 12 2.2.3 Personality research history .......................................................................................... 13 2.2.4 Emergence of the Big Five ............................................................................................. 14 2.2.5 The Big Five personality factors..................................................................................... 15 2.2.6 Personality – chapter summary ..................................................................................... 19 2.2.7 Answer to the 2nd supporting research question .......................................................... 20 Big five and links to Brand Avoidance ................................................................................... 20 Development of the hypotheses ........................................................................................... 21 2.4.1 Summary of the hypothesized relationship .................................................................. 26 3 The Methodology .......................................................................................................................... 27 Ontology ................................................................................................................................ 27 Epistemology ......................................................................................................................... 28 Methodological approach ..................................................................................................... 29 Methods and Techniques ...................................................................................................... 30 3.4.1 Secondary sources ......................................................................................................... 30 3.4.2 Primary Data .................................................................................................................. 31 3.4.3 Sampling and distribution ............................................................................................. 31 3.4.4 Questionnaire development and measurements ......................................................... 33 Validity and Reliability ........................................................................................................... 37 4 Data Analysis and Findings ........................................................................................................... 38 Data Analysis Assumptions .................................................................................................... 38 Sample Characteristics .......................................................................................................... 41 Preliminary Analysis .............................................................................................................. 42 4.3.1 Cronbach alpha .............................................................................................................. 42 4.3.2 Descriptive statistics BA ................................................................................................ 43 4.3.3 Descriptive statistics Personality Traits ......................................................................... 45 Hypothesis Evaluation ........................................................................................................... 46 Additional hypothesis ............................................................................................................ 50 5 Discussion ...................................................................................................................................... 52 Discussing the research problem .......................................................................................... 52 5.1.1 The confirmed hypotheses ............................................................................................ 54 5.1.2 The rejected hypotheses ............................................................................................... 55 Reflection upon brand avoidance results .............................................................................. 55 6 Limitations .................................................................................................................................... 58 7 Future research ............................................................................................................................
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