The Effects of Consumer Personality, Brand Personality and Store Personality on Purchase Intention

Zehra Bozbay and Elif Taşkın
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Zehra Bozbay: İstanbul Üniversitesi, İşletme Fakültesi, Pazarlama Anabilim Dalı
Elif Taşkın: İstanbul Üniversitesi, S. B. E., Pazarlama Doktora Programı Öğrencisi

Yildiz Social Science Review, 2020, vol. 6, issue 1, 61-80

Abstract: The aim of this study is to explain the effect of consumer, brand and store personality on purchase intention of fast fashion products and also to determine the effect of brand personality on store personality. In this context, data collected via face-to-face survey method from 355 consumers over 18 years old who purchased product from fast fashion stores. In order to test the hypotheses developed based on the research model, the data were analyzed by using the regression analysis. As a result of the analysis for the fast fashion clothing stores, consumer personality positively affects both brand personality and store personality. When the effects of brand personality and store personality on purchase intention are considered, it has been seen that they both have positive effects on purchase intention. In addition, it has been found that also brand personality positively affects store personality.

Keywords: Consumer Personality; Brand Personality; Store Personality; Purchase IntentionJournal: Yildiz Social Science Review (search for similar items in EconPapers)
JEL-codes: F00 F30 G00 G10 K00 K20 M00 M20 O10 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aye:journl:v:6:y:2020:i:1:p:61-80

DOI: 10.51803/yssr.774197

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