مجلة الاقتصاد و التنمية البشرية
Volume 10, Numéro 2, Pages 164-178
2019-10-10

The Impact Of Brand Personality On Customer Engagement. Case Study Of L’oreal .



Authors : Amina Benali .

Abstract

This study attempts to exam dimensions of Brand Personality on consumers engagement of L’Oréal’s brand in Algerian market; and to show the most important measures that women focuses on. This study is based on the random sample method, where 95 samples distributed to women . This study found that there is a high degree of correlation between brand personality and women’s engagement in the cosmetic market ; but in a random frame . The brand sincerity's role is very important in the cosmetic market for the Algerian women . It is a major reason to develop an effective marketing strategy.

Keywords

Brand personality ; Consumer engagement ; cosmetic market ; women

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