The Mediating Role of Product Involvement on the Relationship between Brand Personality and Consumers’ Loyalty towards Excell Wall Interior Brands in Chennai City Vijayakanthan S.1,,2, Dr. Ganesh S. K. G.3,,4 1Research Scholar, Manonmaniam Sundaranar University, Tirunelveli, India 2Assistant Professor, Department of Management Sciences, Velammal Engineering College, Chennai, Tamil Nadu, India, svijayakanthan76@gmail.com, svijayakanthan.phd@gmail.com 3Research Supervisor, Manonmaniam Sundaranar University, Tirunelveli, India 4Professor & Head, Department of Management Studies, B. S. Abdur Rahman University, Chennai, Tamil Nadu, India Online published on 21 August, 2017. Abstract The primary aim of the study is to assess the mediating role of product involvement on the product involvement on the relationship between brand personality and consumers’ loyalty towards Excell wall interior brands in Chennai city. The descriptive research design was followed in this study. The sample size of the study was 300. The convenience sampling technique was adopted to choose the samples from the population. The data was analyzed through IBM SPSS 23.0 and IBM AMOS 23.0 software packages. The descriptive and inferential statistical tools were used in this study. This research is concluded evident that the product involvement plays a critical role in determining the relationship between brand personality and brand loyalty. Top Keywords Product Involvement, Brand Personality, Brand Loyalty, Consumer Loyalty, Excell Wall Interior, Structural Equation Modeling. Top |