The Impact of Brand Personality on Brand Loyalty: An Empirical Study on Mobile Market at Jordan

IntroductionMany marketers has mention and discus brand personality topic about how customers perceived brand and react regarding the relationship with it and become loyal to the brand. Where brand personality concentrate on the concept of adding human characteristics on brands, a customer's simply choose their brands the same way they choose their friends.(Keller,2007). The dimensions of brand personality discussed by Aaker(1997) in his brand personality framework including five dimensions of every brand that effects cognitive branding, brand association and brand recollection. The main five dimensions of brand personality are Sincerity, Excitement, Competence, Sophistication and Ruggedness. The greater the match between the brand personality and the consumers self-concept, the more likely that the consumer has a favorable attitude towards the brand (kuenzel& Halliday, 2010). Our study focused on the technological companies operating in Jordan.Theoretical FrameworkBrand PersonalityThe concept of brand personality drawn from leary and Tangney focused on their study that personality as a good frame to meaning of the self, also the concept was used widely through suggest that customer may infer brand personality from the human characteristics associated with typical brand user.(Aaker,1997). Sincerity: Quality, comfortable, durability, Benefits, original, friendly.Excitement: Style, feel different, up to date, unique.Competence: Fashionable, leader, Successful, reliability.Ruggedness: Tough, modern, outside appearance.Sophistication: User feeling, upper class, smooth, charming.Brand loyalty: when customers buy from certain c brand name repeatedly, where the Customers may repurchase regarding to situation determination, no other choices, Which is called spurious loyalty, but the perfect brand loyalty start from having a positive attitude toward the brand by repurchasing the brand. Dillon et al, (2001) to accomplish a brand loyalty the customer has to be convinced that the brand offered consisted promised of quality.Study ModelHypothesisH.o.1: There is no significant impact of Brand Personality on brand Loyalty.MethodologyPopulationPopulation consisted from the customers who purchase mobile devices (smart phones) from Jordanian market. The sample consisted of all the students on Applied Science Private University in Amman who has bought mobile devices. This sample is distributed on the campus of the university. A connivance and purposive sample used. The researcher distributed the questionnaire in the Applied Science Private University in Amman to the students. The responses number was (280) responses (257) questionnaire were accepted to analyze. …