Brand Personality and Consumer Loyalty: An Application to the Guinness Brand

Brand Personality and Consumer Loyalty: An Application to the Guinness Brand

Moise ABBA Patou

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University of Maroua

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Abstract

This study aims to analyze the influence of the brand personality on consumer loyalty. Using a quantitative approach preceded by an exploratory study, a survey of 353 consumers of the Guinness brand made it possible to test and verify our different research hypotheses, using multiple linear regression analyzes. The result obtained highlights the direct influence of five brand personality traits on loyalty measured through attitude, preference and consumer engagement with the brand. It thus underlines the interest for managers to take into account the concept of brand personality in the management of their brands.

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No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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How to Cite This Article

Moise ABBA Patou. 2020. \u201cBrand Personality and Consumer Loyalty: An Application to the Guinness Brand\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E4).

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GJMBR Volume 20 Issue E4

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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification JEL Code: M31

Submission ReceivedDecember 8, 2019
Peer Review Double Blind
Handling Editor
Accepted January 3, 2020
Published January 15, 2020

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August 22, 2020

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