<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar characteristics. If the characteristics of brands and the characteristics of consumers are more harmonized, consumers will be more loyal. Starting from the above, the aim of the author is to investigate the influence of brand personality dimensions on consumer loyalty to two groups of products: mobile phones and cars. The research was conducted on the territory of the Republic of Serbia. The results of the research are essential for brand management because they represent guidelines for undertaking certain activities in building brands with a leading position in the market.</p>
</abstract>

Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar characteristics. If the characteristics of brands and the characteristics of consumers are more harmonized, consumers will be more loyal. Starting from the above, the aim of the author is to investigate the influence of brand personality dimensions on consumer loyalty to two groups of products: mobile phones and cars. The research was conducted on the territory of the Republic of Serbia. The results of the research are essential for brand management because they represent guidelines for undertaking certain activities in building brands with a leading position in the market.

Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Economic Themes

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are...

Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Published Online: Apr 05, 2023

Page range: 513 - 531

Received: Jun 19, 2022

Accepted: Sep 30, 2022

DOI: https://doi.org/10.2478/ethemes-2022-0028

Keywords
brand personality, consumer loyalty, emotional attachment, mobile phones, cars, Republic of Serbia

© 2022 Jelena Stanković et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia

Published Online: Apr 05, 2023

Page range: 513 - 531

Received: Jun 19, 2022

Accepted: Sep 30, 2022

DOI: https://doi.org/10.2478/ethemes-2022-0028

Keywordsbrand personality, consumer loyalty, emotional attachment, mobile phones, cars, Republic of Serbia

© 2022 Jelena Stanković et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
brand personality, consumer loyalty, emotional attachment, mobile phones, cars, Republic of Serbia