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ABSTRACT

Title:The interplay of Personality, Status and Brand Prominence in predisposing the Millennials
in their perception towards selection of “loud” or “discreet” branding.

Author: Varun Duggal

Purpose: Some earlier studies have brought out the relevance of brand prominence and the
sensitivities of person’s status in life, however there is no research which points out the role of
personality traits and status which prejudices the customer towards choosing “loud” or “discreet”
branding. It is the object of this research to focus on the role of personality traits and status that
determine the buying behavior of millennials in their choice of fashion (“loud” or “discreet”).
The variables, especially Personality traits, Status, Loud and Discreet branding, Self-esteem will
be described and discussed.

Self-esteem is defined in Merriam-Webster as “a feeling of satisfaction that someone has in
himself or herself and his or her own abilities”.Fashion is about expressing our
individuality, showing someone who we are through our fashion selectionsand use of our clothes
to tell something about ourselves. We will capture the relevant data for analysisby forming
various groups. This will be the basis for further research.

Design/methodology/approach: For collecting and analysis of data the study will use “Public
Domain” evaluation instruments like but not limited to the Rosenberg SES. The Self Esteem
Scale is in the public domain developed by Morris Rosenberg, Ph.D. (departed) Rosenberg, M.
(1965). Society and The Adolescent Self-Image. Princeton, N.J.: Princeton University Press. The
Rosenberg SES is a 10-item self-report measure of universal self-esteem.

Findings: There is no research which points out which personality trait prejudices the customer
towards selecting “loud” or “discreet” branding. The author strongly feels that among the people
who are brand conscious their personality and status predisposes them towards certain kind of
branding.