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Assist., Istanbul University
Sema Nur FAYDA
Istanbul University, PhD. Student
Istanbul University, MBA Student
Istanbul University, MBA Student
How to Cite
DO THE EFFECTS OF BRAND PERSONALITY DIMENSIONS ON BRAND LOYALTY CHANGE ACCORDING TO CONSUMERS’ PERSONALITIES?
Vol 3 No 2 (2018): TURKISH JOURNAL OF MARKETING
Submitted: Jul 7, 2018
Published: Aug 19, 2018
Mobile phones, especially the smart ones are becoming a main need for millions of people from all ages. Producers pay attention to develop a repeat purchasing behavior among their customers, aiming to resale their updated models. Brands play an important role in facilitating and affecting customer’s choice process, especially for high-technology products. Brand loyalty concerns the behavior of rebuying and at the same time, the antecedents causing that actual behavior. This study aims to study the relationships between consumer personality, brand personality and brand loyalty with data collected from 394 participants by two questionnaires (for Samsung and Apple) using convenience sampling method. Questionnaires are designed by using CAD scale of Cohen (1967), brand personality scale of Aaker (1997) and brand loyalty scale of Chaudhuri and Holbrook (2001). Four groups of hypotheses were tested with regression analyses and one group by comparing means. Findings include statistically significant results.