Brand Personality and Customer Loyalty of Soft Drink Industries in Rivers State

This study investigates brand personality and customer loyalty of soft drink industries in Rivers State, with the purpose of establishing if brand personality had affects on customer loyalty. This study adopted survey research design. Based on the research questions, hypotheses were formulated. 108 copies of questionnaire were distributed to the 36 selected registered soft drink firms and dealers Port Harcourt, however only 102 were useful for the analysis. Pearson Product Moment Correlation Coefficient was used in testing the hypotheses with the aid of SPSS version 23.0. The findings revealed that brand personality has a strong positive association with customer loyalty of soft drink industries in Rivers State. We therefore recommend that soft drink firms/dealers should maintain the policy of aligning their brand position to reflect brand personality.