• Dr.L.Padmanabhan

This study investigated the relationship between dimensions of lifestyle and brand personality on FMCG consumers' identification with a brand. The focus was on luxury, need, prestige and quality to often transmute their brand personalities. The author develops a conception to expound the effect of brand identification on brand loyalty. The paramount variables of this conception include the technological oriented and luxurious background of FMCG market. The study denoted that there is an emotional affirming of the brand; brand knowledge; brand satisfaction and brand loyalty are greatly correlated with the life style dimensions of the customers.

FMCG consumers, dimensions of brand personality, lifestyle dimensions, Brand personality and lifestyle relationships

"A RELATIONSHIP BETWEEN LIFESTYLE DIMENSIONS AND BRAND PERSONALITY – A STUDY WITH REFERENCE TO FMCG CONSUMERS IN CHENNAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 8, page no.105-111, August-2018, Available :http://www.jetir.org/papers/JETIR1808655.pdf

"A RELATIONSHIP BETWEEN LIFESTYLE DIMENSIONS AND BRAND PERSONALITY – A STUDY WITH REFERENCE TO FMCG CONSUMERS IN CHENNAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 8, page no. pp105-111, August-2018, Available at : http://www.jetir.org/papers/JETIR1808655.pdf