Arab Journal of Administration المجلة العربية للإدارة


The purpose of this study is to measure the effect of a personal brand on and consumer brand loyalty by mediate consumer attitudes toward brand. Through the purchase of certain signs of sportswear, by taking a simple random sample of respondents, which were selected from the northwestern region of Algeria. The results of this paper By using structural equation, which are identical with previous research, support the positive impact of a personal brand on consumer attitudes toward brand and consumer brand loyalty, which allows for the development of an efficient brand strategy that can achieve brand loyalty, for a longer period, in order to increase market share, thereby increasing its value.