The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

Murat Akin

International Journal of Marketing Studies, 2017, vol. 9, issue 2, 134-145

Abstract: In this pilot study investigating the impacts of automobile brand personality perceptions of Turkish consumers on their attitudinal and behavioral intentions, the effects of the personality attributed to the brand by the consumers on their behavioral intentions regarding preferences, recommendations and willingness to pay higher prices for the brand are examined. The study consists of two main parts. Definitions of brand personality and brand loyalty are made in the literature review section where the conceptual framework is sought to be formed. Our hypothesis to test the attitudinal and behavioral effects of the automobile brand personality following the conceptual framework is analyzed using a sample of 368 participants. The research results indicate that automobile brands are perceived such as competent and excited, and the effects of these dimensions on both behavioral and attitudinal loyalty have been seen to be stronger than the effects on the other two dimensions, namely, conventionality and androgyny. In the conclusion of the study, the impacts are evaluated, and suggestions are given to business managers, marketing researchers, and marketing researchers.

Keywords: brand personality; behavioral brand loyalty; attitudinal brand loyalty (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijms/article/view/66962/36330 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijms/article/view/66962 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:9:y:2017:i:2:p:134-145

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().