Abstract:
The telecommunication industry is one of the fast-growing industries in the world.
Consequently, the laptop has gained higher sales growth. Accordingly, the main
purpose of this study was to examine the relationship between brand personality
and emotional brand attachment in purchasing laptops with special reference to
undergraduates of the Rajarata University of Sri Lanka. Consumers trust brand
personality more when productfeatures are difficult to be evaluated or subjective.
Brand personality also plays the important role in purchase intention and
emotional brand attachment plays a crucial role in building bonds between brand
and customer in laptop in Sri Lanka. Based on the natureof the research problem
the convenience and judgmental sampling technique was used to collect the
primary data. The sample was 384 recruited through an online questionnaire from
the undergraduates of the Faculty of Management Studies, Rajarata University of
Sri Lanka. And the descriptive analysis was used to analyze the collected data for
both independent variable and dependent variable and regression analysis was
adopted to testthe hypotheses. According to the data analysis, the major findings
indicate that there is a significant and weak positive impact of brand sincerity,
sophistication and ruggedness, and also brand competence and excitement has a
weak positive impact but it is not significant on emotional brand attachment in the
laptop industry in Sri Lanka. In here major research implications are the restraint
of the sampling coverage and restriction on covering the valuable industries in Sri
Lanka. As practical implications of this study, it highlights the value of brand
personality and emphasizes the importance of emotional brand attachment and
finally, results provide detailed implications and a platform on which future
research can be built.
Keywords: Brand personality, emotional brand attachment, laptop marke
