Abstract
Purpose - This study conceptualizes the measuring effect of brand personality along with its five dimensions on brand loyalty with the help of customer satisfaction played the role of mediation among the users of Samsung cell-phones.
 Design/MethodologyApproach - The study was in quantitative nature. Data was collected from 418 respondents from the different cities of Sindh like Karachi, Hyderabad, Mirpurkhas, and Sukkur through a survey questionnaire, and data was analyzed through smart PLS Software by applying the Structural Equation Modeling (SEM) technique.
 Findings - The findings executed that the keeping in view all other things constant one unit change in brand personality cause a change of 0.919 in customer satisfaction, one unit change in brand personality cause a change of 0.879 in brand loyalty and one unit change in customer satisfaction will cause a change of 0.095 in brand loyalty. As the results suggest that the brand personality has a positive strong relation with brand loyalty directly, here customer satisfaction has played the role of partial mediator between brand personality and brand loyalty at very weak relations with brand loyalty. Thus increasing error is at the minimum position because all the values are lying on the positive axis.
 Practical Implications - This study strongly assists marketers to improve customer loyalty strategies. This study has figured out the clear picture for marketers that if the customers perceive highly based on brand personality so it would be nice for marketers to strengthen the brand personality attributes for brand loyalty.
 Origionality/Value - This study is not only emphasized the brand personality but also put an in-depth eye on customer satisfaction. In this study, customer satisfaction played a partial mediating role because of the positive and strong relationship found between brand personality and brand loyalty.
Highlights
IntroductionIt permits consumers to rapidly perceive a product as one they know about or one they like
This study aims to address the role of customer satisfaction in determining the effect of brand personality on brand loyalty in cell-phones as a mediating factor by advocating the following research aims
The study was aiming to measure the effects of brand personality on brand loyalty with the help of customer satisfaction towards Samsung cellphone users in different cities of Sindh
Summary
It permits consumers to rapidly perceive a product as one they know about or one they like It goes about as a memory sign, permitting buyers to retrieve important information from memory. Brand personality got birth with the entrance of celebrities in commercial advertising as Shahid Afridi in Head & Shoulder, Salman Khan in Thumbs Up, various actresses in Lux (Fournier, S., 1998). Customers prefer those brands often matches with their personality or with their ideal personality or with their beloved ones, Brand personality has to play multiple roles for creating the perception in consumers’ minds (Aaker, et al, 2001)
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