ABSTRACT

The focus of this research is on examining the interrelationships among brand personality, human personality traits, and the propensity to spread online negative word of mouth (WOM). The results across two studies show that consumers with higher levels of neuroticism (or lower emotional stability) have a greater propensity to spread negative WOM for a sincere brand than for an exciting brand. Conversely, consumers with higher levels of emotional stability exhibit no significant differences in negative WOM across sincere and exciting brands. Implications of these findings for theory are discussed, along with directions for future research.

中文翻译：

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是所有人，还是只有某些人格类型参与传播负面口碑？负面口碑、大5人格特质与品牌个性的实验研究

摘要

本研究的重点是检查品牌个性、人的个性特征和在线负面口碑 (WOM) 传播倾向之间的相互关系。两项研究的结果表明，与令人兴奋的品牌相比，具有较高神经质（或较低情绪稳定性）的消费者更倾向于为真诚品牌传播负面口碑。相反，情绪稳定性较高的消费者在真诚和令人兴奋的品牌之间的负面口碑没有显着差异。讨论了这些发现对理论的影响，以及未来研究的方向。