Linkages Between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market—The Indian Context

S. Ramesh Kumar, Amit Luthra and Gaurav Datta

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 ...

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