Abstract:
In the current condition, Sri Lankan mobile phone industry has emphasized the
importance of emotional brand attachment as a form of customer loyalty. Brand
personality has been recognized as a deep-rooted brand element that triggers
consumer’sultimate brand choice. The study is focused to examine the impact
of brand personality on emotional brand attachment attending to the market
failures of some competitive brands in the current mobile phone market in Sri
Lanka. Some of the brands have not updated the operating system by using
android but other of the industry make changes. The main objective is to
recognize the impact of brand personality and its dimensions onthe emotional
brand attachment of the mobile phone industry in Sri Lanka. In this study,five
independent variables were tested under the construct of brand personality. The
population of this study was all mobile phone users in Polonnaruwa District.
The hypothesized relationships were tested using survey responses from a
sample of 310 individual mobile phone users and respondents were selected
administrating simple random sampling techniques. A self-administrated
questionnaire with a 5-point Likert scale was utilized to collect the primary data
and analyzed using both descriptive and inferential statistics with the support of
statistical package SPSS 21. Cronbach’s alpha values confirmed the reliability
of the data. The results revealed a significant positive relationship between the
independent and dependent variables. The major findings indicate that there is a
significant impact of brand sincerity, brand sophistication and, brand
ruggedness on the emotional brand attachment while brand excitement and
brand competence are insignificant to determine the emotional brand attachment.
The regression model confirmed that brand personality, brand sincerity and,
brand sophistication contributed to the emotional brand attachment in this
market. The findings of the study could be used by the industry, academics, and
future researchers for their domains.
Keywords: Brand Personality, emotional brand attachment, mobile phone mar
