Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Stanković Jelena () and Đukić Suzana ()
Additional contact information
Stanković Jelena: University of Niš, Faculty of Economics, Republic of Serbia
Đukić Suzana: University of Niš, Faculty of Economics, Republic of Serbia

Economic Themes, 2022, vol. 60, issue 4, 513-531

Abstract: Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar characteristics. If the characteristics of brands and the characteristics of consumers are more harmonized, consumers will be more loyal. Starting from the above, the aim of the author is to investigate the influence of brand personality dimensions on consumer loyalty to two groups of products: mobile phones and cars. The research was conducted on the territory of the Republic of Serbia. The results of the research are essential for brand management because they represent guidelines for undertaking certain activities in building brands with a leading position in the market.

Keywords: brand personality; consumer loyalty; emotional attachment; mobile phones; cars; Republic of Serbia (search for similar items in EconPapers)
JEL-codes: D12 M30 M31 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/ethemes-2022-0028 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:ecothe:v:60:y:2022:i:4:p:513-531:n:7

DOI: 10.2478/ethemes-2022-0028

Access Statistics for this article

Economic Themes is currently edited by Marija Radosavljević

More articles in Economic Themes from Sciendo
Bibliographic data for series maintained by Peter Golla ().