The Relation between Consumer and Brand Personality: Example of yemeksepeti.com

Ahmet Tan, Emre Çolakoglu and Emre Öztosun

International Journal of Academic Research in Business and Social Sciences, 2016, vol. 6, issue 12, 1–15

Abstract: The purpose of the paper is to analyze whether there is a relationship between brand personality of an e-commerce company –yemeksepeti.com- and its customers’ personalities. The dimensions of brand personality of yemeksepeti.com were identified to do this. The paper includes three sections. In the first part, a literature review and theoretical framework about brand personality and e-commerce was outlined. Then, a survey was held in the city of Gaziantep with 300 respondents via face to face interview method. According to the findings, a positive relationship between the brand personality and the customers’ personalites was found. Discussions, limitations and further implications were presented in the final section.

Keywords: Brand personality; consumer behavior; e-commerce (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:hur:ijarbs:v:6:y:2016:i:12:p:1-15

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