Brand gender, brand personality and brand loyalty relationship

Year 2016, Volume: 1 Issue: 2, 8 - 41, 19.08.2016

İzzet Gumus

Abstract

Brand personality, especially brand gender concepts are quite new in Turkey, therefore these concepts have not been used  as a topic in research. The aim of this research is to shed light on the literature by emphasizing the relationship between brand  personality, brand gender and brand loyalty.  This research is conducted to demonstrate the effects of brands loyalty on consumers in terms of gender and personality. Brand categories and brands are chosen in consideration of this aim. Questionnaire is responded face to face by 301 consumers and  consumers’ brand perceptions are investigated. Also, brand loyalty levels of the consumers are evaluated. The data is analysed in IBM SPSS 21 (Statistical Package for Social Sciences). Results are analysed and reported with IBM SPSS 21 by using scientific methods. These methods are analysed with Independent T Test, One way ANOVA and Pearson Correlation. 

Keywords

Brand, brand value, brand identity, brand personality, brand gender.

References

• Aaker , David A. , (2009). Marka De˘geri Y¨onetimi,˙Istanbul, Kapital Medya Hizmetleri A.S¸ .