Does gender matter? Exploring the brand personality–loyalty relationship in the Indian FMCG market
In today’s competitive and emotionally driven FMCG market, understanding how brand personality shapes consumer loyalty is vital. This study explores the impact of five brand personality dimensions – sincerity, excitement, competence, sophistication, and ruggedness – on brand loyalty, with a particul...
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| Principais autores: | , , , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Taylor & Francis Group
2026-12-01
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| Series: | Cogent Business & Management |
| Assuntos: | |
| Acceso en liña: | https://www.tandfonline.com/doi/10.1080/23311975.2026.2619661 |
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