The Power of Personality Congruence in Crafting Brand Love and Loyalty: An Investigation of Retail Fashion Brands in Pakistan

This study evaluates the impact of brand personality dimensions i.e., sincerity, excitement, competence, sophistication, and ruggedness on brand love and subsequently assesses the mediating role of brand love in transmitting the absorbed effect to brand loyalty for the fashion clothing retail brands in Pakistan. Empirical data were gathered through a self-administered questionnaire from 350 randomly selected consumers within the age group of 18-42 years, who comprise a major portion of the retail fashion clothing retail brands’ market. The proposed conceptual model was assessed through Structural Equation Model, utilizing Smart PLS V. 3.2.8 to test the hypothesized relationships. All the dimensions of the brand personality that consumers perceived as congruent, proved to have a significantly positive effect on brand love except for ruggedness. Brand love was found to have a significantly positive effect on brand loyalty. Besides direct relationships, brand love strongly mediates the relationship between brand personality dimensions and brand loyalty except for ruggedness. This study contributes to the brand management literature by empirically testing the relationships underpinned by congruency theory, between brand personality dimensions namely, excitement, ruggedness, sophistication, competence, sincerity, and brand love. Besides, utilizing support of the attachment theory, it empirically established a significantly positive relationship between brand love and brand loyalty in the specific context of fashion clothing brands available in Pakistan. Practically it presents interesting insights to the brand managers to articulate the brand communication messages that are not only relevant but also portray congruent brand personality and trigger their love into active brand loyalty.