Importance of Brand Personality To Customer Loyalty: A Conceptual Study

Reshma Farhat, Bilal Mustafa Khan


Customer loyalty is viewed as the strengths of the relationship between an individual’s relative attitude and repeat patronage. Here an attempt has been made to probe into the behaviour of a customers’ willingness to buy a brand/product, of what are the related factors which influences his buying behaviour and attitude towards the brand. An investigation is done to highlight a point of what are the influencing factors which compels him to be a loyal for a brand. The theoretical study and the conceptual model, here, envisages the concept of brand loyalty by passing through the concept of brand personality. The study findings suggest a conceptual model that combines the theories of brand personality with the necessary dispositional variables to explain the customer’s loyalty processes. This model also rises to the marketing challenge of building long-term consumer relationships. Customer‘s loyalty, therefore, might be strengthened or retained by keeping in consideration various other factors through communicating a good brand relationship by involving the concept of brand personality, thus, enhancing the customer relationship building with social and resource exchanges and thus positively affecting the satisfaction of the customer. The theoretical framework will help the researches to further investigate into the concept of brand personality enhancing the customer loyalty.

Keywords: Brand Personality, Customer Loyalty, Conceptual Model

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ISSN (Paper)2224-3267 ISSN (Online)2224-3275

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