How Customer Satisfaction Moderate the Correlation between Brand Personality and Customer Loyalty

Abstract

The purpose of this research is to investigate how brand personality affects customer loyalty in the Jordanian Fast Fashion Industry and how customer satisfaction moderates the correlation between brand personality and customer loyalty. To test hypotheses, the study uses a quantitative, descriptive, and cause-effect approach, cross-sectional data were collected from 372 participants via an online survey, and SPSS was used for analysis after confirming linear regression assumptions. Results show that the Fast Fashion Industry in Jordan is highly implementing all variables items of brand personality, customer satisfaction, and customer loyalty and the relationships among all variables and sub-variables are strong. Results also indicate there is a statistically significant influence of the brand personality of fast fashion on customer loyalty, Sincerity has rated the highest effect, then Competence, followed by Ruggedness, Excitement, and finally, Sophistication. Moreover, results indicate there is a statistically significant influence of the brand personality of fast fashion on customer satisfaction, Sincerity has rated the highest effect, then Ruggedness, followed by Competence, while Excitement and Sophistication show insignificant effects. Furthermore, results indicate there is a statistically significant impact of customer satisfaction on customer loyalty and customer satisfaction moderates the influence of brand personality on customer loyalty.