Abstract

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.