BRAND PERSONALITY AND CUSTOMER LOYALTY

ABSTRACT: The study examined brand personality and customer loyalty in Babcock University using of indomie instant noodles of de united foods as a case study. More specifically, the study sought to assess the brand personality and customer loyalty in Babcock University. The study consist of consumers in Babcock University, illishan, the sample frame of the study was made up of consumers of of indomie instant noodles in Babcock University, illishan. The simple random sampling technique method was use to pick the respondents and 400 consumers in Babcock University, illishan were selected, and a well- developed questionnaire was designed to elicit information from the respondents. The data collected were analyzed using the descriptive statistics technique and the linear regression analysis was adopted to test the stated hypotheses at .05 significance level. Result from the study indicated that there is Brand sincerity has significant effect on Customer Retention, There is significant relationship between brand competence and customer repurchase intention, Brand sophistication has significant impact on customer advocacy. Base on this, the study advised that Indomie instant noodles of De united foods should stimulate its customers’ loyalty by considering the personality of its different customer groups via providing a distinct brand personality, major customers should be recognized and their different personalities should be explored through questionnaire, interview, and qualitative research methods, and a determination should be made as to which brand personality they prefer, The intended personality that is involved exactly in customers’ attitudes and beliefs should be designed at the phase of new product development.