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.
