Increasing engagement and brand loyalty has been recognized as the major marketing goal of firms. In this global economy, only those companies that have loyal customers and have ways of attaining them can survive in the marketplace. This paper examines the impact of personalities on brand engagement and brand loyalty of 307 consumers in Vietnam by adopting the brand engagement in self-concept (BESC) scale of Sprott, Czellar and Spangenberg (2009), and the Big Five Personalities scale of McCrae and John (1992). Using a series of paired sample t-test and through nested path models, the authors find that personalities affects brand loyalty not only directly, but also indirectly through mediation by BESC. Among personality traits, agreeableness and openness to experience positively affects BESC, while neuroticism does negatively. Moreover, BESC is found to relate positively to brand loyalty. Also, the authors document the significance of BESC as a predictor and mediator as it captures about a quarter of variation in brand loyalty and mediates completely the Big Five personalities except agreeableness. Managerial implications, limitations, and suggestions for future research are discussed.

 

Keywords: brand engagement in self-concept, brand loyalty, Big Five personalities, Vietnam