Impact of Brand Personality on Brand Loyalty: The Mediating Role of Self-Congruence and Brand Trust

The study examines the impact of brand personality on loyalty. It also explores mediating role self-congruence and trust relationship between With today’s competitive environment, it has become increasingly challenging important for companies to increase customer retention. To trespass achieve highest point in competition, have been rigorously looking customs make powerful relations with customers. This concludes that due consumer loyal towards purchase products from specific brand. act increases loyalty, when matches consumer, this enhances consumers which will lead loyalty On basis results implications, limitations future directions were conferred.