How Do Brand Communication and Brand Personality Shape Consumer Loyalty?

Abstract

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, speci cally Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate that controlled communication signi cantly in uences both the Competence and Sophistication dimensions of brand personality, and that there are signi cant indirect effects of both controlled and uncontrolled communication through reference groups on loyalty mediated by personality dimensions. These ndings provide valuable insights for brand managers and marketers seeking to enhance brand loyalty by developing effective communication strategies that align with the desired brand personality dimensions.