Research
Brand Personality and Consumer Loyalty: An Application to the Guinness Brand
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.
Linfluence De Lextention De La Marque Sur Lattitude Du Consommateur
This research is fitting into the field of the analysis of the consequences of brand extension on the attitude of the consumer. The study was conducted with a sample of 235 individuals, and we came out with the result that, there is a direct and positive impact of the width of a mark, as well as the similarity between extensions on the consumer's attitude, and the consumer's familiarity with the brand, has no effect on his attitude. While highlighting the interest for managers to consider, the concept of extension in the management of their brands
