The Impact of Brand Personality Congruence on Brand Loyalty in Social Media Interactions: A Cultural Difference Perspective

Abstract

This paper examines the impact of brand personality congruence on brand loyalty in the context of social media interactions, with a focus on cultural differences. By analyzing the extent to which consumers’ perceptions of a brand’s personality align with their own self-concept, this study aims to understand how this congruence influences brand loyalty across different cultural settings. The research utilizes a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather insights from social media users in various cultural contexts.