The impact of brand personality on customer engagement : case study of L’Oréal

الملخص EN

This study attempts to exam dimensions of Brand Personality on consumers engagement of L'Oréal's brand in Algerian market; and to show the most important measures that women focuses on.

This study is based on the random sample method, where 95 samples distributed to women.

This study found that there is a high degree of correlation between brand personality and women's engagement in the cosmetic market; but in a random frame.

The brand sincerity's role is very important in the cosmetic market for the Algerian women.

It is a major reason to develop an effective marketing strategy.