Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different

Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different

Purpose – This study aims to explore how brand personality (BP) traits and the congruence between consumer personality (CP) and BP affect emotional loyalty to two types of brands. Design/Methodology/Approach – The research was conducted using an online questionnaire on a sample of 287 respondents...

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Bibliographic Details
Main Authors: Neda Letukytė, Sigitas Urbonavičius
Format: Article
Language:English
Published: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2022-01-01
Series:Tržište
Subjects:
brand personality
emotional loyalty
personality traits
congruence
Online Access:https://hrcak.srce.hr/file/405594

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