Measuring the effect of Brand Personality on Brand Loyalty: Mediating Role of Customer Satisfaction

Abstract

Purpose - This study conceptualizes the measuring effect of brand personality along with its five dimensions on brand loyalty with the help of customer satisfaction played the role of mediation among the users of Samsung cell-phones. Design/MethodologyApproach - The study was in quantitative nature. Data was collected from 418 respondents from the different cities of Sindh like Karachi, Hyderabad, Mirpurkhas, and Sukkur through a survey questionnaire, and data was analyzed through smart PLS Software by applying the Structural Equation Modeling (SEM) technique. Findings - The findings executed that the keeping in view all other things constant one unit change in brand personality cause a change of 0.919 in customer satisfaction, one unit change in brand personality cause a change of 0.879 in brand loyalty and one unit change in customer satisfaction will cause a change of 0.095 in brand loyalty. As the results suggest that the brand personality has a positive strong relation with brand loyalty directly, here customer satisfaction has played the role of partial mediator between brand personality and brand loyalty at very weak relations with brand loyalty. Thus increasing error is at the minimum position because all the values are lying on the positive axis. Practical Implications - This study strongly assists marketers to improve customer loyalty strategies. This study has figured out the clear picture for marketers that if the customers perceive highly based on brand personality so it would be nice for marketers to strengthen the brand personality attributes for brand loyalty. Origionality/Value - This study is not only emphasized the brand personality but also put an in-depth eye on customer satisfaction. In this study, customer satisfaction played a partial mediating role because of the positive and strong relationship found between brand personality and brand loyalty.