Winning the battle for customers in the age of new banking with brand personality congruence

Khyati Shetty, Lewlyn L.R. Rodrigues

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Brand personality has been viewed as a very efficient means for an organization to develop a firms' competitive advantage and brand based differentiation has proven to be a very strategic tool for organisations to improve their advertising and marketing communication. The studies done in this area has proven that consumers prefer to choose brands that have personalities very closely associated to their own personalities. Previous researches also revealed that there is congruence between dimensions of human personality and brand personality. However, the influence of Brand Personality Congruence on post purchase evaluation remains unanswered. Therefore, this study conceptualizes and investigates the impact of brand personality congruence Brand Loyalty, Satisfaction and Trust among Indian customers towards Banks.The overall findings indicate that.

Original languageEnglish
Pages (from-to)273-283
Number of pages11
JournalInternational Journal of Economic Research
Volume14
Issue number2
Publication statusPublished - 01-01-2017

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All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Economics, Econometrics and Finance(all)

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