Personality is an inner psychological term known as a set of specified factors distinguishing from an individual to other individuals. Such significant differences not only influence consumer behaviour and his/her reflection to a specific brand, but also lead to a variety of effective marketing strategies for brand manufacturers to meet the needs of consumers. The study mainly aims to investigate the relationship among consumer personality (CP), brand personality (BP), and word-of-mouth (WOM) while generation plays a moderating role with social-cognitive perspective through factor analysis, CP is divided into various types, including 'conservativeness', 'openness', 'conscientiousness', and 'extraversion'. On the other hand, BP is divided into 'excitement', 'ruggedness', 'competence', and 'sophistication'. Based on 405 collected samples of Nike shoes users, we use structural equation modelling to examine several hypotheses in this study. The empirical results indicate that: 1) BP serves as a partial mediator between CP and WOM; 2) Generation has the moderating effect on the relationship among CP, BP and WOM. Moreover, this study discovers that Nike has higher positive WOM when consumers tend to have conservativeness personalities or consider Nike as a competence brand.
International Journal of Services Technology and Management 21(1-3), p.111-126