A conceptual model of consumer personality-brand preferences relationship

There have been a significant number of studies that investigate the antecedents to customers in forming their brand preferences. However, there is a dearth of research devoted to examining the role of customer personality in marketing. This conceptual paper attempts to cover this gap through examining the relationships between consumer personality and brand preference. We developed a conceptual model which is based on the Big Five theory of personality and show how this could be applied to the marketing context. It is proposed that human personality has a significant relationship with brand preferences

Predicting brand preferences: an examination of the predictive power of consumer personality and values in the Australian fashion market

Purpose &ndash; This paper aims to examine and compare the strength of personality and values in predicting brand preferences. It seeks to accomplish three main objectives. First, it will evaluate the strength of personality and values in predicting consumers\u27 brand preferences. Second, it will examine whether values exercise a mediating role between personality and brand preferences. Finally, it will examine the mediating role of prestige sensitivity in influencing brand preferences.Design/methodology/approach &ndash;&nbsp;The study opted to use a quantitative approach involving 251 undergraduate students as the study participants. The constructs used in the study are taken from existing scales as well as self-developed branding scales. Structural equation modeling technique is utilised for data analysis.Findings &ndash; The paper provides empirical insights about how personality and values together affect brand preferences. It suggests that values are indeed better predictors of brand preferences and exercise both direct and indirect effects on brand preferences through the mediating role of prestige sensitivity.Research limitations/implications &ndash; Because of the self-report method used for personality assessment, there may be bias in terms of the nature of respondents\u27 personality as expressed in the questionnaire.Practical implications &ndash; The paper suggests implications for the development of a strong brand personality which can appeal to both consumer personality and values.Originality/value &ndash; This paper poses interesting insights and empirical evidence with regard to the predictive power of personality and values on brand preferences within a fashion context.</div

You can spend your life dying or you can spend your life living : identity transition in people who are HIV-positive

This article examines, through the lenses of HIV-positive people, the unique phenomenon of identity transition. This research proposes that life-changing illnesses, such as HIV, are an undesired \u27possession\u27 that people accept to varying degrees, which we refer to as \u27ownership\u27. While illnesses, such as HIV compel individuals to undergo a transformation process that usually begins with a deep feeling of detachment, and then proceeds to acceptance of their illness, and to feeling empowered and in control of their HIV status and lives, this process is very complex and non-linear as it involves many iterative progressions in identity transition. These transitions are highly individualistic; however, the underlying theme is that the more positive trajectories were those of people who focus on their new lives, living with HIV (i.e. taking ownership of their illness), rather than focusing on what they have lost when they became HIV-positive. The findings demonstrate that identity transition is a result of the ways that individuals rework, negotiate and transform their roles, actions and behaviours through their active engagement with support mechanisms. This study suggests that it is vital to promote positive interactions with support mechanisms to ensure that those with HIV view themselves positively. <br /

Performance measurement in the Australian on‐line securities marketplace

This study examines performance measurement in on-line securities companies in the Australian marketplace. Marketing managers of seven on-line stock brokerage companies in Australian capital cities were interviewed and their on-line strategies and approaches were systematically reviewed and analysed. The findings suggest that only four of the seven companies were able to articulate a core value proposition and that only two companies used performance measurement in strategic decision-making about the on-line component of their businesses. None of the firms was able to draw a direct connection between the performance measures implemented and the value proposition they claimed to offer to their customers. These findings have important implications for both practitioners and academics as they indicate a substantial deficiency in both the theory and practice of on-line performance measurement. Avenues for further research in the area of on-line performance measurement are suggested.12 page(s

Gender policy in higher education: problems of inequality and ways of solutions

У статті проведено аналіз гендерної нерівності у системі вищої освіти країни, виявлено наявну горизонтальну та вертикальну сегрегації. Представлено статистичні відмінності щодо гендерного представлення у вищих навчальних закладах на різних щаблях та академічних спеціальностях. Наведено аналіз зарубіжного досвіду вирішення гендерних проблем вищими навчальними закладами Великобританії, Німеччини, Швейцарії та успіхи подолання гендерних протиріч у Киргизстані. Запропоновано заходи щодо усунення проблем гендерної нерівності у сфері вищої освіти України. This article analyzes gender inequality in higher education of the country and represents the existing horizontal and vertical segregations. It presents the statistical differences concerning the gender representation in higher education at various levels and academic specialties. It demonsrates the analysis of foreign experience solving the problem of gender by the universities of the UK, Germany, Switzerland and successes of overcoming the gender contradictions in Kyrgyzstan. It proposes measures to eliminate the problem of gender inequality in higher education of Ukraine

The problems of training the high qualified personnel by the universities of Ukraine in terms of formation an innovative economic model and directions of their solution

Наведені аналіз ознак, притаманних економічній категорії «людський капітал», та безпосередньо дефініція поняття. Обґрунтовано взаємовплив рівня освіти в країні та людського капіталу. Проведено порівняльну характеристику індексу людського капіталу у розрізі країн та позицій національних систем вищої освіти. Відзначено взаємозв’язок між якістю підготовки випускників загальноосвітніх навчальних закладів та їх потенціалу як студентів ВНЗ. Запропоновано ряд заходів щодо підвищення якості надання освітніх послуг та підготовки висококваліфікованих кадрів для ринку праці. The analysis of features, which inherent of the economic category of "human capital" and the definition of the concept directly are cited. The interplay of the level of education in the country and human capital is found. The comparative characteristic of index of human capital to the countries and the positions of national systems of higher education is done. The interrelation between the quality of training of graduates of secondary schools and their potential as students of universities is noted. A number of measures for improving the quality of giving of educational services and training of high qualified personnel for the labor market is proposed

Gender policy in higher education: problems of inequality and ways of solutions

У статті проведено аналіз гендерної нерівності у системі вищої освіти країни, виявлено наявну горизонтальну та вертикальну сегрегації. Представлено статистичні відмінності щодо гендерного представлення у вищих навчальних закладах на різних щаблях та академічних спеціальностях. Наведено аналіз зарубіжного досвіду вирішення гендерних проблем вищими навчальними закладами Великобританії, Німеччини, Швейцарії та успіхи подолання гендерних протиріч у Киргизстані. Запропоновано заходи щодо усунення проблем гендерної нерівності у сфері вищої освіти України. This article analyzes gender inequality in higher education of the country and represents the existing horizontal and vertical segregations. It presents the statistical differences concerning the gender representation in higher education at various levels and academic specialties. It demonsrates the analysis of foreign experience solving the problem of gender by the universities of the UK, Germany, Switzerland and successes of overcoming the gender contradictions in Kyrgyzstan. It proposes measures to eliminate the problem of gender inequality in higher education of Ukraine