Paul L. Robertson and Keith Smith
Johan Brink, Maureen McKelvey and Keith Smith
Anna Bergek, Staffan Jacobsson, Marko Hekkert and Keith Smith
Linda D. Hollebeek, Jamid Ul Islam, Keith Macky, Takashi Taguchi, Carolyn Costley and Dale Smith
While the consumer engagement (CE) concept is well-documented, little remains known regarding how consumers with differing personality traits engage with brands. This chapter establishes a conceptual linkage between consumers’ Big Five personality traits and their engagement with brands, thereby exploring personality-based CE. Based on an in-depth review, we first conceptualize personality-based engagement styles, which are consumers’ personality trait-driven disposition to think, feel, act, and relate to others in a certain characteristic manner in their brand interactions. Next, we develop a set of research propositions that highlight personality trait-based differences in consumer engagement styles. We conclude with an overview of key theoretical and managerial implications arising from this research.