Year: 2024
Type: article
Study design: Observational Study
Abstract: This study aims to investigate the correlation between brand personality and various phases of brand loyalty within the particular setting of footwear brands in Bangladesh. This study also explores the moderating role of gender in the relationship of brand personality and brand loyalty. This study utilises Aaker's brand personality scale and Oliver's multi-stage brand loyalty model, which includes cognitive, affective, and conative aspects of brand loyalty. A total of 430 data has been collected using a structured questionnaire survey. Structured equation modeling (SEM) technique has been applied to analysis the data. Result shows that brand personality has a positive significant impact on all of the brand loyalty stages. Results also reveal that gender moderates the relationship of brand personality and brand loyalty. This study is empirically significant in the sense of structure and study area and subject matter context as it finds a very limited work. This study will also help the brand managers and marketing practitioners to establish link to brand personality to brand loyalty behavior.
DOI: 10.58970/ijsb.2449
Author: Md. Mehedul Islam Sabuj
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4402045142