A Critical Examination of the Relationship Between Brand Personality and Customer Loyalty

A Critical Examination of the Relationship Between Brand Personality and Customer Loyalty CHAPTER ONE INTRODUCTION 1.1 BACKGROUND OF THE STUDY             In today's business environment, every firm is attempting to attract clients' attention by establishing a distinct brand image for their products. Consumers frequently see Pepsi as being more "young," Coke as being more "genuine and honest," and Dr. Pepper as being more "non-conformist and entertaining" (Aaker 1997,). "Brand personality" refers to the human traits connected with a brand. Brand personality is primarily derived from three sources: first, customer associations with a brand; second, the image a firm strives to achieve. "A combination of human traits connected with a brand," according to Aaker (1997). As a result, brand personality serves the functions of...
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