Brand Personality as a Predictor of Consumer Brand Relationship

The main idea of this paper is to investigate three dimensions brand personality, which are excitement, sincerity and ruggedness predict CBR constructs comprise love, trust loyalty. Convenience sampling method was utilized, in the respondents one soft drink brand’s consumers based Jakarta. All data were then gathered through an online survey. In total, 312 participants responded Structural equation modelling (SEM), specifically partial least square (PLS) employed analyze data. results analysis indicate that sincerity, excitement personality serve as positive significant predictors towards trust, love Both thetheoretical practical contributions discussed study.