Ahmed R. Al-Owaidi Decoding Brand Loyalty Among Iraqi Mobile Users

Abstract

This study investigates the impact of brand personality perceptions, specifically sincerity, excitement, competence, and sophistication, on consumer loyalty within the context of the Babil Governorate in Iraq. Utilizing a survey instrument and analyzing eighty-two valid responses with SPSS, the research finds that brand personality significantly influences brand loyalty. Notably, excitement, competence, and sophistication dimensions affect brand loyalty differently, while sincerity shows no discernible impact. The study underscores the importance for companies to prioritize brand personality in fostering customer loyalty and suggests avenues for future research, such as exploring additional dimensions of brand personality and considering mediating variables. Implications highlight the need for a deeper understanding of how brand personality shapes customer satisfaction and loyalty, advocating for larger and more diverse sample sizes to enhance research robustness.