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

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  • Stanković Jelena

    (University of Niš, Faculty of Economics, Republic of Serbia)

  • Đukić Suzana

    (University of Niš, Faculty of Economics, Republic of Serbia)

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.

Suggested Citation

  • Stanković Jelena & Đukić Suzana, 2022. "Brand Personality as a Determinant of Consumer Loyalty of Mobile Phones and Cars in the Republic of Serbia," Economic Themes, Sciendo, vol. 60(4), pages 513-531, December.
    • Handle: RePEc:vrs:ecothe:v:60:y:2022:i:4:p:513-531:n:7
    DOI: 10.2478/ethemes-2022-0028
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    References listed on IDEAS

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    3. Plummer, Joseph T., 2000. "How Personality Makes a Difference," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 79-83, December.
    4. Murat Akin, 2017. "The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 134-145, April.
    5. Hadi Teimouri & Nazila Fanae & Kouroush Jenab & Sam Khoury & Saeid Moslehpour, 2016. "Studying the Relationship between Brand Personality and Customer Loyalty: A Case Study of Samsung Mobile Phone," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(2), pages 1-1, January.
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    More about this item

    Keywords

    brand personality; consumer loyalty; emotional attachment; mobile phones; cars; Republic of Serbia;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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