Research On The Effects Of Personality Congruence On Brand Loyalty And Brand Purchase Intentions

The race to raise the living standards,affluence of convenience to finance coupled with a wide variety to choose and made consumer study market to grow with a rapid rate.With the ubiquitous trends and advancement in communication and technology,new lifestyles,and the quest to appear young and beautiful,the demand for quality fashion products has increased significantly.The consumer quality sector is characterized by the emergence of discounts,exchange offers,and intensive competition.People nowadays want to imitate regarding dressing,language,and politics among other lifestyle aspects.Companies are competing based on firm grasp of the local and international market,their well acknowledged brands and holding over wide distribution network.The penetration level of consumer products remains high.Brand loyalty plays a vital role in building a strong brand in the market.Brand purchase intentions and brand loyalty are key marketing goals,and brand love is regarded as a key driver of brand loyalty and purchase intentions among fashion customers.Importantly,personality congruence has become an important determinant to attract customers.Research gap in prior research provides opportunity to investigate personality congruence as a predictor of brand loyalty and purchase intentions.This research intends to investigate the direct effect of user and brand personality congruence,celebrity and user personality congruence,and brand and celebrity personality congruence on brand loyalty and brand purchase intention.Additionally,it investigates the indirect or mediating role of brand love among personality congruence constructs,brand loyalty,brand purchase intentions,and the moderating role of endorser familiarity.The current study followed Partial Least Square-Structural Equational Modeling(PLS-SEM)as an analyses technique to capture the causal linkage among these constructs.This research is quantitative and follows the survey method.The data collection is based on a random sampling technique.The data was collected from 600 respondents,Pakistani fashion brand customers through a self-administrated questionnaire.Findings of this study conclude that celebrity and user personality congruence is positively related to brand loyalty and brand purchase intentions.Moreover,celebrity and user personality congruence and brand and celebrity personality congruence have a positive impact on brand love.In particular,brand love mediates the linkage of celebrity and user personality congruence and brand and celebrity personality congruence with brand loyalty and brand purchase intentions.The moderating role of endorser familiarity showed a negative buffer on the linkage between brand love and brand purchase intentions.These findings imply that celebrities should be used in advertisements correctly because as time passes and customers get familiar with endorsers it leaves a negative impact on brand loyalty.