Chester zhu D

  An exploration of the role of brand personality in building generation Y brand loyalty -A case of Samsung mobile phone. Question How does the Samsung mobile brand personality effect young people’s brand loyalty The main aim of this study is to explore the role of brand personality in building brand loyalty in young people using of Samsung mobel phone. The study aims at attaining the following specific objectives: 1 .To evaluate brand personality of Samsung based on five dimensions; sincerity, excitement, competence, sophistication and ruggedness; 2 .To explore the role of the five dimensions of young people brand personality in building brand loyalty to Samsung; 3 .To propose recommendations on how to enhance brand loyalty through building and improving brand personality;