Impact of Brand Personality on Brand Loyalty: The Mediating Role of Self-Congruence and Brand Trust

The study examines the impact of brand personality on brand loyalty. It also explores the mediating role of self-congruence and brand trust on the relationship between brand personality and brand loyalty. With today’s competitive environment, it has become increasingly challenging and important for companies to increase the customer retention. To trespass and achieve the highest point in the competition, companies have been rigorously looking for customs to make powerful brand relations with the customers. This study concludes that due to brand personality the consumer become loyal towards brand and purchase products from the specific brand. The act of self-congruence on brand personality increases the brand loyalty, when the personality of the brand matches the personality of the consumer, this enhances self-congruence and trust of the consumers on trust which will lead to increase in the loyalty of consumers towards brand. On the basis of results implications, limitations and future directions of the study were conferred.