The Impact of Brand Personality Congruence on Brand Loyalty in Social Media Interactions: A Cultural Difference Perspective

Tod Lovell Pryor
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Tod Lovell Pryor: University of Canberra, Australia

Frontiers in Management Science, 2024, vol. 3, issue 2, 13-19

Abstract: This paper examines the impact of brand personality congruence on brand loyalty in the context of social media interactions, with a focus on cultural differences. By analyzing the extent to which consumers’ perceptions of a brand’s personality align with their own self-concept, this study aims to understand how this congruence influences brand loyalty across different cultural settings. The research utilizes a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather insights from social media users in various cultural contexts.

Keywords: brand loyalty; social media; self-concept (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:bdz:frmans:v:3:y:2024:i:2:p:13-19

DOI: 10.56397/FMS.2024.04.03

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