Personality Trait Effect on Brand Loyalty. An Empirical Research in Rajasthan

      Аннотация: Personality Trait effect on Brand Loyalty is a comprehensive book designed for postgraduate and Ph.D students for their research in field of Brand Loyalty and Personality. It follows a practice oriented approach to explain the core concept of Personality and brand loyalty with the help of empirical research. Self-monitoring personality trait has received levels of research from academics and practitioners alike, but research in this book presents empirical test of the effect of self-monitoring personality trait on brand loyalty and how it drives consumers’ behavior. This book is divided into seven parts and provides a comprehensive coverage of concept such as Brand Loyalty, Self Monitoring Personality Trait, related review of literature review, research methodology, research analysis, data interpretation, conclusion, and Limitations and recommendations.

Ключевые слова: Brand Loyalty, Personality Trait, High Self Monitor, Low Self Monitor