The Role of Brand Personality in Consumer Brand Engagement

Abstract

The purpose of this paper is to explore the connection between brand character and customer commitment. The personality of a brand describes how its products and services are perceived by its target audience. Brand engagement refers to the emotional investment and participation of customers in a brand. Highlighting significant results and research gaps, this study delivers a complete literature analysis on brand personality and consumer brand engagement. In this article, we investigate how brand character influences customer loyalty. Brand personality was shown to have a significant impact on customer involvement, with certain attributes being more strongly connected with engagement than others. Brand trust, perceived quality, and brand loyalty were shown to mitigate the impact of brand personality on consumer involvement. The results have far-reaching implications for brand managers hoping to build stronger connections with consumers. Managers may improve marketing tactics that connect with customers on an emotional level by learning how brand personality influences consumer engagement. Understanding the role of brand personality in customer behavior is important, and this research helps brand managers learn how to use this idea to boost consumer commitment to their products. Keywords: brand character, customer commitment, brand personality, brand engagement, emotional investment, participation, customer loyalty, perceived quality, brand trust, brand managers, marketing tactics, consumer behavior.