S M A R T JO U R N A L OF BU S I N E S S MA N A G E M E N T ST U D I ES Vol. 12 (2) July – December 2016
Brand Personality plays a significant role in the way consumers identify with a brand and it is therefore probably a predictor of brand loyalty. The study seeks to understand the extent to which brand personality can be seen as a predictor of brand loyalty. The study of brand personality has been done, using the brand personality scale developed by J.L.Aaker (1996). A regression analysis was carried out to find out whether brand personality and its dimensions are predictors for the dependent variable, the brand loyalty. The results showed that the variation between observed and predicted values of loyalty did not explain all personality dimensions. This finding has important implications for the manner in which a brand must be portrayed. The study also showed that there was significant correlation between brand personality and each of its dimensions, with the brand loyalty.