Abstract
Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar characteristics. If the characteristics of brands and the characteristics of consumers are more harmonized, consumers will be more loyal. Starting from the above, the aim of the author is to investigate the influence of brand personality dimensions on consumer loyalty to two groups of products: mobile phones and cars. The research was conducted on the territory of the Republic of Serbia. The results of the research are essential for brand management because they represent guidelines for undertaking certain activities in building brands with a leading position in the market.