Consequence of personality attributes on brand loyalty in the automobile industry

Gaurav Joshi, Deepti Pathak, Kirti Agarwal and Samant Shant Priya

International Journal of Indian Culture and Business Management, 2021, vol. 24, issue 4, 503-522

Abstract: The main purpose of the present study is to measure the correlation between consumer personality attribute and brand loyalty. The convenience sampling method has been used for selection of car owners. A total number of 520 questionnaires were circulated for the study out of which valid questionnaires collected were only 460 denoting a valid return of 88.46%. To test the hypothesis, regression analysis was used. The study found a considerable positive relationship between the three dimensions of personality traits such as extraversion, agreeableness, and conscientiousness with behavioural brand loyalty, while openness to experience, extraversion, and conscientiousness has a considerably influence on attitudinal loyalty. The research confirms that individuals with diverse personality attributes will have distinct effect on brand loyalty, and that it is applicable in the automobile sector as well. The study reveals that personality traits such as openness and agreeableness have a positive impact on brand loyalty.

Keywords: personality; brand loyalty; brand preference; automobile sector; behavioural loyalty; attitudinal loyalty. (search for similar items in EconPapers)
Date: 2021
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