Research in brand personality area has indirectly rather superficially suggested about the outcome of specific brand personality dimensions with respect to brand loyalty. There seems to be lack of studies to clearly establish the relationship between the brand personality dimensions and brand loyalty, and its relative importance. The examination of brand personality will advance the research in marketing, especially the growing area of brand-consumer relationship. In this empirical study, an attempt is made to understand the relationship between brand personality dimensions and brand loyalty. The conceptual model proposed in this study examines the determinants of brand loyalty with respect to brand personality dimensions such as sincerity, excitement, competence and ruggedness and an important brand-consumer relationship variable relationship length, for a popular clothing brand in India.

Individuals attribute and associate their traits with the traits of the products that they choose and use, and this phenomenon is called Brand Personality (Aaker, 1997). Brand Personality is very important in today's competitive marketplace wherein all the marketers are able to offer every possible quality level, and virtually tangible differentiation becomes difficult to achieve. Having a proper Brand Personality helps the company to properly differentiate itself with respect to image which is a strong factor for customer retention. Brand Personality research got momentum after Aaker (1997) developed a scale to measure it. He identified five brand personality dimensions and fifteen facets: 1) Sincerity: down-to-earth, honest, wholesome, and cheerful; 2) Excitement: daring, spirited, imaginative, and up-to-date; 3) Competence: reliable, intelligent, and successful; 4) Sophistication: upper class and charming; and 5) Ruggedness: outdoorsy and tough.

Research in the area of brand personality has indirectly rather superficially suggested about the outcome of specific brand personality dimensions with respect to brand loyalty. There seems to be lack of studies to clearly establish the relationship between the brand personality dimensions and brand loyalty, and its relative importance.

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