Extraversion distinguished by courage, affiliates, positive effectiveness, energy and ambition. Ind

Posts examine two things that affect brand Affect ie hedonic value and personality traits which then connects Affect the attitudinal brand loyalty and purchase. A description of the personality traits (openness and extraversion), hedonic, brand Affect, attitudinal and purchase loyalty as follows:
according to Costa dam McCrae Openness to experience (which often has been labeled as intelligence) relating 5 point scale to: active 5 point scale imagination, aesthetic sensitivity, attentiveness to inner feelings, preference for variety, intellectual curiosity, 5 point scale independence of judgment
someone with a high value on openness has characteristics curious about the inner world with reality, generating new ideas unusual, and their experiences of positive and negative emotions are more sharply than individuals covered.
Extraversion distinguished by courage, affiliates, positive effectiveness, energy and ambition. Individuals who score high on extraversion tend towards positive affect 5 point scale and prefer interpersonal interaction (Mooradian 5 point scale and Swan, 2006). Extraversion is positively associated with positive emotions in many studies (Costa and McCrae, 1980; Watson and Clark, 5 point scale 1992). In the context of extraversion marketing associated with positive emotions in situations of consumption (Matzler et al., 2005; Mooradian and Olver, 1997).
Hedonic value concept in the theory of consumer behavior reflects the mindset of the consumer experience that contradicts the thought patterns of information processing. The concept of hedonic more to follow things that are subjective, emotional and (Holbrook and Hirschmann, 1982; Mano and Oliver, 1993; Chaudhuri and Holbrook, 2001). Chaudhuri and Holbrook 5 point scale (2001) defines as a potential pleasure hedonic value products, while the utility value is conceptualized as the ability of the product to perform functions in everyday life of consumers. Products with high potential pleasure provides non tangible, symbolic 5 point scale benefits and trended greater potential to generate positive emotions in consumers.
The influence of the brand is a relationship that may be owned by the consumer with a brand. The influence of the brand can be seen as an overall evaluation of the consumers that benefit or not benefit from the brand (Keller, 1993; Bhat and Reddy, 2001). Chaudhuri and Holbrook (2001) defines the influence of the brand as "a brand whose potential for obtaining a positive emotional response in the consumer as a result of its use." (P. 82).
In the context of building and maintaining relationships brand, brand influence should be considered as a mouthful of brand loyalty. Chaudhuri and Holbrook (2001) proposed that the commitments related to the strong impact of brand influence on the attitudes and buying loyalty. Dick and Basu (1994) suggest that brand loyalty should be higher in the more positive tone in emotion, atmosphere and influence. Brands that make consumers "happy" or "fun" or "dear" to bring purchases and loyalty more (Chaudhuri and Holbrook, 2001).
The study used a questionnaire to a sample of 303 people 5 point scale consisting of 158 users and 145 shoes, cell phone users. 5 point scale Personality trait measurements using NEO-FFI 5 point scale while brand Affect, 5 point scale hedonic value, purchase loyalty, and attitudinal loyalty using a scale created by Chaudhuri and Holbrook (2001).
Processing data using partial least squares 5 point scale models are evaluated twice. Results of partial least squares models are as follows: extraversion and openness affect the hedonic both of shoes and mobile phones. on shoes Extraversion, openness and hedonic effect on brand mobile phone Affect on extraversion no effect on brand Affect while openness and hedonic effect Affect able meramalkam attitudinal brand and purchase loyalty
The conclusion of this paper is the individual characteristics (extraversion and openness) associated with the key ideas in marketing. 5 point scale These findings are interesting for marketers to influence bond with consumers to build brand loyalty. Consumers who have a high value on personal trait responds with a bond so strong stimulants can grab the segmentation and target market.
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