How Do Brand Communication and Brand Personality Shape Consumer Loyalty?

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