Academic Journal of Digital Economics and Stability <p><strong>Academic Journal of Digital Economics and Stability</strong> <a href="" target="_blank" rel="noopener">ISSN 2697-2212</a>- is an open-access scientific research journal. In this journal digitalization and stability points of the different features as a whole. Research papers are accepted from various fields of economic points. In this case, research analytical views were stated to get better development of the stability and economic prosperity in the European Union and worldwide as the whole.</p> en-US [email protected] (Editorial board) [email protected] (Managing Editor) Mon, 06 May 2024 00:00:00 +0000 OJS 60 Ahmed R. Al-Owaidi Decoding Brand Loyalty Among Iraqi Mobile Users <p>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.</p> Ahmed R. Al-Owaidi, Zena F. Alhaelegy, Masar Kadhim Copyright (c) 2024 Ahmed R. Al-Owaidi, Zena F. Alhaelegy, Masar Kadhim Mon, 06 May 2024 00:00:00 +0000