Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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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 ...