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Report Information from ProQuest
March 23 2015 10:24
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23 March 2015

ProQuest

Table of contents
1. Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context............................................................................................................................................

23 March 2015

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Document 1 of 1

Linkages between Brand Personality and Brand Loyalty: A Qualitative Study in an Emerging Market in the Indian Context
Author: Kumar, Ramesh; Luthra, Amit; Datta, Gaurav
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Abstract: 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 the literature on how each relates to the other and this study attempts to 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 responses obtained from the focus group. This would enable marketers in an emerging market like India to formulate brand appeals and branding strategies for different kinds of consumers. [PUBLICATION ABSTRACT]
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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