Published Paper Details:

Abstract This research examines how the marketing mix influences brand personality, focusing on the effects of brand loyalty and brand communication. A causal-predictive design was used, and data were gathered from 183 entrepreneurs in Central Bicutan, Taguig City, through a structured questionnaire. The results show a strong relationship between the elements of the marketing mix: product, price, place, promotion, people, process, and physical evidence and brand loyalty. Each element contributes uniquely to how consumers develop attachments to brands, enhancing their overall loyalty. Furthermore, brand loyalty is found to significantly impact brand personality, which affects how consumers perceive brands in the marketplace. This perception shapes their buying decisions and influences their emotional connection to the brand. The study concludes that aligning marketing strategies with brand personality can enhance customer engagement and improve brand performance. Recommendations include customizing marketing mixes to build brand loyalty and using effective brand communication strategies to strengthen consumer relationships. By implementing tailored marketing strategies, businesses can better connect with their target audiences and foster brand advocates. This research provides valuable insights for businesses seeking to improve their marketing strategies and for academics interested in understanding branding dynamics more deeply. By exploring these connections, the study contributes to a better understanding of marketing practices and encourages future research in this field, ultimately aiming to bridge the gap between theoretical frameworks and practical applications in marketing. Keywords: marketing mix, brand personality, brand loyalty, brand communication