How Do Brand Communication and Brand Personality Shape Consumer Loyalty?

Emilija Heleta Švrakić, University of Sarajevo, School of Economics and Business, Sarajevo, Bosnia and HerzegovinaFollow
Maja Arslanagić-Kalajdžić, University of Sarajevo, School of Economics and Business, Sarajevo, Bosnia and HerzegovinaFollow

ORCID

E. Heleta Švrakić: https://orcid.org/0000-0002-7519-5469

M. Arslanagić-Kalajdžić: https://orcid.org/0000-0002-4954-782X

Keywords

brand personality, brand communication, brand loyalty, beauty industry

Abstract

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, specifically Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate that controlled communication significantly influences both the Competence and Sophistication dimensions of brand personality, and that there are significant indirect effects of both controlled and uncontrolled communication through reference groups on loyalty mediated by personality dimensions. These findings provide valuable insights for brand managers and marketers seeking to enhance brand loyalty by developing effective communication strategies that align with the desired brand personality dimensions.

Recommended Citation

Heleta Švrakić, E., & Arslanagić-Kalajdžić, M. (2023). How Do Brand Communication and Brand Personality Shape Consumer Loyalty?. Economic and Business Review, 25(2), 118-127. https://doi.org/10.15458/2335-4216.1321