The purpose of this study is to examine the relationship between the personality traits of Generation Y consumers, their degree of fashion consciousness, and prestige sensitivity in the context of fashion brands. Data were collected using a convenience sampling method involving university students. A self-administered questionnaire was distributed and 251 usable responses were returned with the sample falling between the ages of 18–25. The results revealed that certain personality traits were found to be significantly associated with fashion consciousness and prestige sensitivity. Furthermore, fashion consciousness was found to perform a mediating role in the relationship between personality traits and prestige sensitivity. Personality traits were found to perform an important role in affecting people's attitude towards prestige fashion brands. It is crucial for marketers to understand the significance of certain personality traits on fashion consciousness and prestige sensitivity to enhance the effectiveness of brand appeals. This study has extended the scope of personality research in marketing by utilising the Big Five construct to examine the phenomenon of fashion consciousness and prestige sensitivity among Gen Y consumers.
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