2.[4-10]Importance of Brand Personality to Customer Loyalty

New Media and Mass Communication www. iiste. org ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 1, 2011 4 | P a g e www. iiste. org Importance of Brand Personality To Customer Loyalty: A Conceptual Study Reshma Farhat1* Dr. Bilal Mustafa Khan2 1.... More

New Media and Mass Communication www. iiste. org ISSN 2224-3267 (Paper) ISSN 2224-3275 (Online) Vol 1, 2011 4 | P a g e www. iiste. org Importance of Brand Personality To Customer Loyalty: A Conceptual Study Reshma Farhat1* Dr. Bilal Mustafa Khan2 1. Department of Business Administration, Aligarh Muslim university (AMU), PO box 202002, Aligarh, Uttar Pradesh, India 2. Department of Business Administration, Aligarh Muslim university (AMU), PO box 202002, Aligarh, Uttar Pradesh, India * E-mail of the corresponding author: reshma. farhat2010@gmail. com Abstract Customer loyalty is viewed as the strengths of the relationship between an individual’s relative attitude and repeat patronage. Here an attempt has been made to probe into the behaviour of a customers’ willingness to buy a brand/product, of what are the related factors which influences his buying behaviour and attitude towards the brand. An investigation is done to highlight a point of what are the influencing factors which comp Less