Winning the battle for customers in the age of new banking with brand personality congruence

Brand personality has been viewed as a very efficient means for an organization to develop a firms' competitive advantage and brand based differentiation has proven to be a very strategic tool for organisations to improve their advertising and marketing communication. The studies done in this area has proven that consumers prefer to choose brands that have personalities very closely associated to their own personalities. Previous researches also revealed that there is congruence between dimensions of human personality and brand personality. However, the influence of Brand Personality Congruence on post purchase evaluation remains unanswered. Therefore, this study conceptualizes and investigates the impact of brand personality congruence Brand Loyalty, Satisfaction and Trust among Indian customers towards Banks.The overall findings indicate that.