IMPACT OF BRAND PERSONALITY ON RELATIONSHIP MARKETING ASPECTS AND BRAND LOYALTY

Abstract

PURPOSE: The purpose of this research was to understand the concept of relationship marketing with brand personality and loyalty. Relationship marketing is the important aspect to understand the consumer that what made them loyal towards the brand. Brand personality influence 3 relationship marketing aspects: trust, attachment and commitment which leads to brand loyalty. METHADOLOGY: In this study survey method was adopted to collect the data. Web based questionnaire was used to collect the data from the people easily available on the social sites. Sample size of this study was 384 and sampling technique chosen was convenience sampling. To analyze the results frequencies, regression, anova and correlation was studied. FINDINGS: Result shows that Brand personality positively influences trust, attachment and commitment towards the brand. Results reveal that if brands build a stronger personality which consumer can connect with their personality, this will leads consumer to trust more, will feel more attached and committed towards the brand. Result reveals that consumer trust towards the brand automatically enhances consumer attachment towards the brand, which also leads consumer to build stronger commitment with brand. PRACTICAL IMPLICATION: the outcome of this research is to point out the 3 relationship marketing aspect and the impact of brand personality on these aspects.