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Strengthening Consumer Loyalty: The Role of Brand Personality and Consumer Involvement

The aim of this paper was to investigate the role of brand personality and consumer involvement in strengthening consumer loyalty towards brands. The study also identified the moderating role of gender in the relationship between brand personality and loyalty and consumer involvement and loyalty. A structured questionnaire was used to collect data from 118 respondents from the consumers of three super shop i.e. Agora, Meena Bazar and Shwapno. The Partial Least Square Structural Equation Modeling (PLS-SEM) was followed in data analysis. The study identified brand personality and consumer involvement was the predictors of consumer loyalty whereas moderating role of gender was found non-significant. The study is significant for the marketers as they can identify the factors influencing consumers’ loyalty towards the brands in Bangladesh. The study could have been done on large number of respondents including different divisional cities. However, this empirical investigation found ways how consumer loyalty could be enhanced.