INFLUENCE OF CUSTOMER BRAND ENGAGEMENT & IDENTITY ON BRAND LOYALTY TOWARDS PERSONAL CARE PRODUCTS AMONG GEN Z IN KERALA

Abstract

The study on the influence of customer brand engagement & identity on brand loyalty towards personal care products focused on toothpaste among Gen Z. The objective of the study is to analyze the customer brand engagement & identity on brand loyalty towards personal care products focused on toothpaste among Gen Z wherein the relationship between cognitive, affective, behavioural and identity dimensions are studied in relation with brand loyalty mediated by satisfaction. Descriptive statistics was used for the study as research design and the sampling technique used was purposive sampling. A five-point (Likert Scale) questionnaire was used for the data collection. The collected data using questionnaire was also coded into Smart PLS and SPSS, based on the output the factors influencing customer brand engagement & identity on brand loyalty was identified. Results showed that there is a significant influence of customer brand engagement & identity on brand loyalty mediated by satisfaction towards personal care products focused on toothpaste among Gen Z.