Brand Loyalty And Consumer Behavior

1. Introduction:
There are numerous factors that go into buying a product, may it be a need or want, may it be the financial aspect or the cognitive process behind it, consumer behavior is a complex and intricate process. But ensuring the customers not only buy the product but also remain loyal to it, requires quite some considerations (Smith, 2003) . The personality traits allow for forming the cognition process of a human being (Salthouse, 2011). Since Brand Loyalty is a cognitive process, the human aspect plays a role. (Kim, Morris, and Swait, 2013)
According to Jacoby and Kyner (Jacoby & Kyner, 1973; Dalgren, 2011). Brand Loyalty allows to take under consideration an inclined response towards various products over a period of time, and

Human personality traits affect greatly their behavior towards the outer world, it also allows for their success in their careers and business (Judge et al., 1999). The Five factor model ( (Costa Jr. and McCrae, 1992; Digman, 1990; Goldberg, 1993; DeYoung, 2006) has been widely engaged in different fields of human studies by different researchers. Personality types have been taken under consideration long before the Five Big Personality Traits.
The structure of our research will be as such to analyze how the personality traits impact on the brand loyalty. This will allow for an insight into brand personality as well, as it aligns with the consumer’s personality traits. The article also inculcates the analysis of the possible impact of the human body morphology upon the personality of the human

(Jacoby and Kyner, 1973)
Where several researches has been done upon exploring the definitions and nature of brand loyalty, there have been different researches that shed light on the consequent influence of brand loyalty, also on factors that may be leading towards attaining brand loyalty. The research factors that lead towards brand loyalty have been expansive in range, some contradictory to each other. We will be establishing a relation between the personality traits of the consumers and its impact on their brand loyalty. In context brand loyalty has been explored greatly with the consumer’s perspective.
Lau and Lee believe in the relation of consumers trust in a brand and its consequent impact on their loyalty. They attribute the consumers trust to be generated upon the characteristics that the brand have, and that eventually once the trust has been established they may be able to develop a sense of loyalty in their consumers. (Lau and Lee,