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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Bibliografski detalji

Glavni autori:	Yogesh Mahajan, Pallavi Chandwaskar, Meenakshi Malhotra, Vinod Sharma, Pankaj Nandurkar
Format:	Artigo
Jezik:	Inglês
Izdano:	Taylor & Francis Group 2026-12-01
Serija:	Cogent Business & Management
Teme:	Brand personality brand loyalty gender moderation FMCG consumer behavior structural equation modeling
Online pristup:	https://www.tandfonline.com/doi/10.1080/23311975.2026.2619661
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