Brand Personality, Consumer Satisfaction, and Loyalty: A Perspective from Denim Jeans Brands

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Jin Su, Associate Professor (Creator)
The University of North Carolina at Greensboro (UNCG )
Web Site:

Abstract: This study employed Aaker's brand personality framework to empirically investigate the personality of denim jeans brands and to examine the impact of brand personality on consumer satisfaction and brand loyalty based on data collected from 474 college students. Results revealed that the personality of denim jeans brands can be described in six dimensions with 51 personality traits: attractiveness, practicality, ruggedness, flexibility, friendliness, and honesty. The results indicated that consumers associate particular brand personality dimensions with denim jeans brands. Also, the various dimensions of brand personality have different effects on consumer satisfaction and consumer brand loyalty.

Additional Information

Family & Consumer Sciences Research Journal
Language: English
Date: 2017
denim brands, brand personality, consumers

Email this document to