The Effect of Brand Personality and Brand Satisfaction on Brand Loyalty: A Conceptual Paper

Alireza Roustasekehravani, Abu Bakar Abdul Hamid, Ali Abdul Hamid


Brand loyalty is one of the most-cited concepts in marketing literature, and both academic and practitioners have accepted the range of benefits derived from it. Today, brand loyalty plays a vital part in strategic management. It is surely true that the loyalty to the brand is amongst the most important company’s fundamental tactics in order to acquire a maintainable competitive advantage. In order to get an understanding of brand loyalty, a discussion about the development of brand loyalty has been carried out in the following sections. The first section is about the different perspective of measurement of brand loyalty because of some argument in marketing literature and then second section is concerning potential antecedent of brand loyalty. This paper suggests a conceptual model to more understand the role of brand personality and brand satisfaction in influencing attitudinal and behavioral loyalty. The model will highlights the variable on which the brand loyalty depends and is helpful for managers and marketers for the better understanding of their market and also help them to better serve the needs and wants of their potential customers. This article is next established into specific research hypotheses for future studies.

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Journal of Management Research ISSN 1941-899X


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