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The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry
Dissertation (MBA)--University of Pretoria, 2010.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613665452097536 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2006 , University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2010. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23617 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:45.647Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23617 The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry Kleyn, Nicola upetd@up.ac.za Byers, Michael UCTD Product management Dissertation (MBA)--University of Pretoria, 2010. The research explored the role of personality traits and motivation in determining Brand Ambassador (BA) performance. Fragmentation in the media and consumers who are more aware of clever marketing, are turning to the more credible messages and advice on products or services spread by BA’s within their circle of friends, before making purchasing decisions. Marketers seeking to recruit high potential BA’s need to know what personality traits are required for a BA to be successful. By implication a BA is type of sales representative and using the sales literature as the platform, successful sales representatives require all Big Five personality traits of Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to Experience as well as Motivation.The NEO-FFI questionnaire was used to measure the Big Five personality traits, and was adapted to include a measure of Motivation. The questionnaire was completed by 120 BA’s from the South African Breweries (SAB) Egoli region, who had a performance record. T-tests, multiple regression and correlation were the statistical techniques employed to test the relationships between personality traits, motivation and BA performance.The outcome was that Conscientiousness was the only personality trait found tobe statistically significant. The results suggest that the BA rankings supplied by SAB were flawed. The reliability measures suggest that the NEO-FFI questionnaire needs to be adapted before being implemented in South Africa and a rating scale is a better indicator of performance proxy than ranking scale. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T15:42:33Z 2010-06-22 2013-09-06T15:42:33Z 2007-04-06 2010-06-22 2010-03-30 Dissertation Byers, MPC 2006 The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23617 > G10/204/ag http://hdl.handle.net/2263/23617 http://upetd.up.ac.za/thesis/available/etd-03302010-121945/ © 2006 , University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Product management The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| title | The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| title_full | The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| title_fullStr | The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| title_full_unstemmed | The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| title_short | The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| title_sort | role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry |
| topic | UCTD Product management |
| url | http://hdl.handle.net/2263/23617 http://upetd.up.ac.za/thesis/available/etd-03302010-121945/ |