How Brand Personality affects Brand loyalty using the theory of self concept

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Background of the study

The market place for every product or service today is undergoing a series of continuous changes. Consumers are more mobile and better informed than even before. The ability to buy what they want when they want it, at the price willing to pay has significantly gone up.

To meet these exacting desires, new and different products and services appear unceasingly. Due to these reasons marketing environment has become more competitive. Therefore the manufacturers implement many strategies to create and retain customers for their products and services in the competitive marketing environment.

Branding is the one of the most important strategies that the manufacturers use to create and retain customers. A brand is a differentiating set of promises that links a product or service to its customers (Aaker, 1997). That is brands are a means of differentiating a company’s products and services from those of its competitors. Therefore it is important to understand what brands are and why they are important.


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