Considering few studies have been done on the personalities of denim jeans brands and the consequences of brand personality, this study fills a gap in literature by focusing on the relationships between brand personality, consumer satisfaction and loyalty in the context of denim jeans brands. Specifically, we examined two key questions that pertained to the denim jeans brand personality: (1) Are denim jeans brands perceived to possess personalities? If so, what are the underlying personality dimensions? and (2) What are the relationships between denim jeans brand personality, consumer satisfaction, and consumer loyalty?