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What is Consumer Traits and Colgate Loyalty about?

This document summarizes a study that examines the relationships between consumer personality traits, brand personality, and brand loyalty for buyers of Colgate toothpaste. The study aims to understand how personality traits like extroversion and conscientiousness relate to perceptions of the Colgate brand personality as exciting or sophisticated. It also examines how brand personality then influences affective and action loyalty toward the Colgate brand. A survey was conducted with 208 Colgate toothpaste b

Author

Shubhangi Kesharwani

Language

EN