Brand Personality’s Effect on Brand Loyalty: in Case of National Banks from Srikakulam City, Andhra Pradesh, India
Koppalavenugopal1, D. Vishnu Murty2
1Dr. Koppalavenugopal, Professor, Department of Management Studies, AITAM, Tekkali, Srikakulam (A.P), India.
2Dr. D. Vishnu Murty, Dean and Professor, Department of Management Studies, AITAM, Tekkali, Srikakulam (A.P), India.
Manuscript received on 28 September 2019 | Revised Manuscript received on 10 November 2019 | Manuscript Published on 22 November 2019 | PP: 1284-1288 | Volume-8 Issue-6S3 September 2019 | Retrieval Number: F12220986S319/19©BEIESP | DOI: 10.35940/ijeat.F1222.0986S319
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Abstract: The association between Brand personality and Brand Loyalty is considered to the study of imperative with respect to the influencing factors such as Sincerity, Competence, Excitement, Sophistication and Ruggedness on consumers’ heart share. Though the previous studies exist on this concept, the geographical area of Srikakulam city and emphasizing on banking sector specifically focusing on nationalized banks have made the study unusual. With an objective of assessing the influence of brand personality on brand loyalty, the study has been carried out by backed up with methodology blend of mixed approach, survey design, cross sectional research, convenience sampling technique, data collection through structured questionnaire and data analysis with descriptive and inferential statistics. The interesting results out of the analysis have been associated with independent and dependant variables relationship and impact are explored well with the conclusions drawn followed by the objective centered recommendations to the industry.
Keywords: Brand Personality, Brand Loyalty, Bank Branding, Rural Banking.
Scope of the Article: Social Sciences