Linkages between brand personality and brand loyalty: a qualitative study in an emerging market in the Indian context

Abstract

There are two topical areas, which are of interest to marketers—brand personality and brand loyalty. Brand associations/brand personality and brand loyalty may be associated with one another, and may have important implications for marketers. There is a gap in literature on how each relates to the other and this study attempts to establish the linkages between the two in both consumable and durable categories. The study uses a focus group among the buyers of toothpastes and cars, and suggests a framework linking brand loyalty and brand personality after qualitatively analyzing the ...