Çalışmanın amacı, tüketici kişiliği, mağaza kişiliği ve marka kişiliğinin hızlı moda ürünlerine yönelik satın alma niyeti üzerindeki etkilerinin tespit edilmesi ve marka kişiliğinin mağaza kişiliği üzerindeki etkisinin tespit edilmesidir. Bu bağlamda, hızlı moda giyim mağazalarından ürün satın almış 18 yaş üzerindeki 355 tüketiciden yüz yüze anket yöntemiyle veri toplanmıştır. Araştırma modeli doğrultusunda geliştirilen hipotezlerin test edilmesi amacıyla elde edilen verilere regresyon analizi uygulanmıştır. Hızlı moda giyim mağazalarına yönelik uygulanan çalışmanın analizleri sonucunda tüketici kişiliğinin hem marka kişiliğini hem de mağaza kişiliğini pozitif yönde etkilediği bulunmuştur. Marka kişiliği ile mağaza kişiliğinin satın alma niyeti üzerindeki etkilerine bakıldığında her ikisinin de satın alma niyeti üzerinde pozitif etkileri olduğu saptanmıştır. Ayrıca, marka kişiliğinin mağaza kişiliği üzerinde de pozitif etkisi tespit edilmiştir.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/ggzjn9
Akyol Gürses, Ö., & Uslu, A. (2014). Effects on awareness, brand image and purchase intention. Journal of Management, Marketing and Logistics, 1(3), 173-190. https://dergipark.org.tr/tr/pub/jmml/issue/32446/360819
Arslan, K., & Ersun, N. (2011). Moda sektöründe faaliyet gösteren mağazalarda müşterilerin mağaza tercihinde mağaza tasarımının önemi ve tasarım kriterleri. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 10(19), 221-245. https://hdl.handle.net/11467/600
Beldona, S., & Wysong, S. (2007). Putting the brand back into store brands: An exploratory examination of store brands and brand personality. Journal of Product and Brand Management, 16(4), 226-235. https://doi.org/ck7xqd
Büyüköztürk, Ş. (2019). Sosyal bilimler için veri analizi el kitabı: İstatistik, araştırma deseni SPSS uygulamaları ve yorum. Pegem Akademi.
Byun, S.E., & Sternquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147. https://doi.org/db73zm
Chebat, J. C., Sirgy, M. J., & St-James, V. (2006). Upscale image transfer from malls to stores: A self-image congruence explanation. Journal of Business Research, 59(12), 1288-1296. https://doi.org/cnp963
Çileroğlu, B., & Kıvılcımlar, İ. S. (2014). Fast fashion koleksiyonlarında yer alan spor-casual giysilerin tasarım özelliklerinin belirlenmesi. International Journal of Science Culture and Sport, 2(1), 623-633. https://doi.org/fshr
Dal, V., & Gürpınar, M. (2010). Hazır giyim sanayinde hızlı moda kavramı ve bir model önerisi. İstanbul Sanayi Odası. http://www.iso.org.tr/sites/1/upload/files/hazir_giyim_model_onerisi-261.pdf
Das, G., Guin, K. K., & Datta, B. (2013). Impact of store personality antecedents on store personality dimensions: An empirical study of department retail brands. Global Business Review, 14(3), 471-486. https://doi.org/fshs
Das, G. (2014a). Store personality and consumer store choice behaviour: An empirical examination. Marketing Intelligence & Planning, 32(3), 375-394. https://doi.org/fsht
Das, G. (2014b). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. https://doi.org/fshv
D'Astous, A., & Levesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20(5), 455-469. https://doi.org/cs4k5r
Demirkan, S. (2006). Özel sektördeki yöneticilerin ve çalışanların bağlanma stilleri, kontrol odağı, iş doyumu ve beş faktör kişilik özelliklerinin araştırılması (Tez No. 187044) [Yüksek lisans tezi, Ankara Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/b8x
Doğruel Anuşlu, M. (2015). Gözlenemeyen sınıf analizi ile bir hızlı moda markasında müşteri segmentasyonu (Tez No. 428561) [Doktora tezi, İstanbul Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
Donahay, B., & Rosenberger, P. (2007). Using brand personality to measure the effectiveness of image transfer in Formula One racing. Marketing Bulletin, 18(1), 1-15. http://marketing-bulletin.massey.ac.nz/V18/MB_V18_A1_161_Rosenberger.pdf
Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: An introduction to the theory and research. Addison-Wesley.
Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage ıntentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268. https://doi.org/bsfmn8
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. Pearson.
Hansen, R. A., & Deutscher, T. (1978). An empirical investigation of attributes importance in retail store selection. Journal of Retailing, 53(4), 59-72.
İstanbul Hazır Giyim ve Konfeksiyon İhracatçıları Birliği. (2019). 2019 Ocak-Haziran hazır giyim ve konfeksiyon sektörü ihracat performans değerlendirmesi. https://www.ihkib.org.tr/fp-icerik/ia/d/2019/05/07/hazirgiyim-ve-konfeksiyon-sektoru-ocak-mart-2019-201905071559010653-D4E66.pdf
John, O. P., Donahue E. M., & Kentle R. L. (1991). The big five inventory, versions 4a and 54. Berkeley Institute of Personality and Social Research.
Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. Seçkin Yayınevi.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/bpn2fg
Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116-2118. https://doi.org/fshw
Malhotra, N. K. (2006). Marketing research: An applied orientation with SPSS. Pearson Education.
Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36(1), 47-55.
Möller, J., & Herm, S. (2013). Shaping retail brand personality perceptions by bodily experiences. Journal of Retailing, 89(4), 438-446. https://doi.org/ghb77v
Mucuk, İ. (2006). Pazarlama ilkeleri. Türkmen Kitabevi.
Mutlu, H. M., Çeviker, A., & Çirkin, Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyoekonomi, 14(14), 51-74. https://dergipark.org.tr/tr/download/article-file/197689
Nakip, M. (2006). Pazarlama araştırmaları teknikler ve (SPSS destekli) uygulamalar. Seçkin Kitabevi.
O'Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882. https://doi.org/ckjzgj
Öndoğan, E. N. (2019). Hazır giyim sektöründe pazarlama maliyetleri. TJFDM, 1(1), 1-12. https://dergipark.org.tr/tr/download/article-file/865565
Ötken, A. B., & Cenkci, T. (2013). Beş faktör kişilik modeli ve örgütsel muhalefet arasındaki ilişki üzerine bir araştırma. Öneri Dergisi, 10(39), 41-51. https://dergipark.org.tr/tr/download/article-file/165794
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity-brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473. https://doi.org/cd3c
Schiffman, L. G., Dash J. F., & Dillon W. R. (1977). The contribution of store-image characteristics to store-type choice. Journal of Retailing, 53(2), 3-16.
Schneider Kelemci, G., & Bodur Kelebek, C. (2009). Tüketicilerde marka kişiliği algısı ile marka tercihine ilişkin bir analiz: Hijyenik ürünler sektöründe bir uygulama. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (24), 121-141. https://kutuphane.dogus.edu.tr/mvt/pdf.php?pdf=0006446
Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315. https://doi.org/dzbxq7
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of Business Research, 49, 127-138. https://doi.org/bppqv9
Tek, Ö. B. (1999). Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları. Beta Basım A.Ş.
Whelan, S., & Davies, G. (2006). Profiling consumers of own brands and national brands using human personality. Journal of Retailing & Consumer Services, 13(6), 393-402. https://doi.org/bm8k4b
Willems, K., & Swinnen, G. (2011). Am I cheap? Testing the role of store personality and self-congruity in discount retailing. The International Review of Retail, Distribution and Consumer Research, 21(5), 513-539. https://doi.org/fnzgrt
Willems, K., Swinnen, G., Janssens, W., & Brengman, M. (2011). Fashion store personality: Scale development and relation to self-congruity theory. Journal of Global Fashion Marketing, 2(2), 55-65. https://doi.org/fsh2
Willems, K., Janssens, W., Swinnen, G., Brengman, M., Streukens, S., & Vancauteren, M. (2012). From Armani to Zara: Impression formation on fashion store patronage. Journal of Business Research, 65(10), 1487-1494. https://doi.org/d7zzbn
Yao, Q., Chen, R., & Xu, X. (2015). Consistency between consumer personality and brand personality ınfluences brand attachment. Social Behavior and Personality, 43(9), 1419-1428. https://doi.org/f7vmqv
Zentes, J., Morschett, D., & Schramm-Klein, H. (2008). Brand personality of retailers - An analysis of its applicability and its effect on store loyalty. The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184. https://doi.org/fkgvh4
The Effects of Consumer Personality, Brand Personality and Store Personality on Purchase Intention
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.
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/ggzjn9
Akyol Gürses, Ö., & Uslu, A. (2014). Effects on awareness, brand image and purchase intention. Journal of Management, Marketing and Logistics, 1(3), 173-190. https://dergipark.org.tr/tr/pub/jmml/issue/32446/360819
Arslan, K., & Ersun, N. (2011). Moda sektöründe faaliyet gösteren mağazalarda müşterilerin mağaza tercihinde mağaza tasarımının önemi ve tasarım kriterleri. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 10(19), 221-245. https://hdl.handle.net/11467/600
Beldona, S., & Wysong, S. (2007). Putting the brand back into store brands: An exploratory examination of store brands and brand personality. Journal of Product and Brand Management, 16(4), 226-235. https://doi.org/ck7xqd
Büyüköztürk, Ş. (2019). Sosyal bilimler için veri analizi el kitabı: İstatistik, araştırma deseni SPSS uygulamaları ve yorum. Pegem Akademi.
Byun, S.E., & Sternquist, B. (2008). The antecedents of in-store hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18(2), 133-147. https://doi.org/db73zm
Chebat, J. C., Sirgy, M. J., & St-James, V. (2006). Upscale image transfer from malls to stores: A self-image congruence explanation. Journal of Business Research, 59(12), 1288-1296. https://doi.org/cnp963
Çileroğlu, B., & Kıvılcımlar, İ. S. (2014). Fast fashion koleksiyonlarında yer alan spor-casual giysilerin tasarım özelliklerinin belirlenmesi. International Journal of Science Culture and Sport, 2(1), 623-633. https://doi.org/fshr
Dal, V., & Gürpınar, M. (2010). Hazır giyim sanayinde hızlı moda kavramı ve bir model önerisi. İstanbul Sanayi Odası. http://www.iso.org.tr/sites/1/upload/files/hazir_giyim_model_onerisi-261.pdf
Das, G., Guin, K. K., & Datta, B. (2013). Impact of store personality antecedents on store personality dimensions: An empirical study of department retail brands. Global Business Review, 14(3), 471-486. https://doi.org/fshs
Das, G. (2014a). Store personality and consumer store choice behaviour: An empirical examination. Marketing Intelligence & Planning, 32(3), 375-394. https://doi.org/fsht
Das, G. (2014b). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414. https://doi.org/fshv
D'Astous, A., & Levesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20(5), 455-469. https://doi.org/cs4k5r
Demirkan, S. (2006). Özel sektördeki yöneticilerin ve çalışanların bağlanma stilleri, kontrol odağı, iş doyumu ve beş faktör kişilik özelliklerinin araştırılması (Tez No. 187044) [Yüksek lisans tezi, Ankara Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/b8x
Doğruel Anuşlu, M. (2015). Gözlenemeyen sınıf analizi ile bir hızlı moda markasında müşteri segmentasyonu (Tez No. 428561) [Doktora tezi, İstanbul Üniversitesi]. Yükseköğretim Kurulu Ulusal Tez Merkezi.
Donahay, B., & Rosenberger, P. (2007). Using brand personality to measure the effectiveness of image transfer in Formula One racing. Marketing Bulletin, 18(1), 1-15. http://marketing-bulletin.massey.ac.nz/V18/MB_V18_A1_161_Rosenberger.pdf
Fishbein, M., & Ajzen, I. (1975). Belief, attitude intention and behavior: An introduction to the theory and research. Addison-Wesley.
Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage ıntentions in service-intensive retail stores. Journal of Retailing, 79(4), 259-268. https://doi.org/bsfmn8
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective. Pearson.
Hansen, R. A., & Deutscher, T. (1978). An empirical investigation of attributes importance in retail store selection. Journal of Retailing, 53(4), 59-72.
İstanbul Hazır Giyim ve Konfeksiyon İhracatçıları Birliği. (2019). 2019 Ocak-Haziran hazır giyim ve konfeksiyon sektörü ihracat performans değerlendirmesi. https://www.ihkib.org.tr/fp-icerik/ia/d/2019/05/07/hazirgiyim-ve-konfeksiyon-sektoru-ocak-mart-2019-201905071559010653-D4E66.pdf
John, O. P., Donahue E. M., & Kentle R. L. (1991). The big five inventory, versions 4a and 54. Berkeley Institute of Personality and Social Research.
Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri. Seçkin Yayınevi.
Laroche, M., Papadopoulos, N., Heslop, L. A., & Mourali, M. (2005). The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 22(1), 96-115. https://doi.org/bpn2fg
Lee, J. K., Hansen, S. S., & Lee, S. Y. (2020). The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook. Current Psychology, 39(6), 2116-2118. https://doi.org/fshw
Malhotra, N. K. (2006). Marketing research: An applied orientation with SPSS. Pearson Education.
Martineau, P. (1958). The personality of the retail store. Harvard Business Review, 36(1), 47-55.
Möller, J., & Herm, S. (2013). Shaping retail brand personality perceptions by bodily experiences. Journal of Retailing, 89(4), 438-446. https://doi.org/ghb77v
Mucuk, İ. (2006). Pazarlama ilkeleri. Türkmen Kitabevi.
Mutlu, H. M., Çeviker, A., & Çirkin, Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyoekonomi, 14(14), 51-74. https://dergipark.org.tr/tr/download/article-file/197689
Nakip, M. (2006). Pazarlama araştırmaları teknikler ve (SPSS destekli) uygulamalar. Seçkin Kitabevi.
O'Cass, A. (2004). Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882. https://doi.org/ckjzgj
Öndoğan, E. N. (2019). Hazır giyim sektöründe pazarlama maliyetleri. TJFDM, 1(1), 1-12. https://dergipark.org.tr/tr/download/article-file/865565
Ötken, A. B., & Cenkci, T. (2013). Beş faktör kişilik modeli ve örgütsel muhalefet arasındaki ilişki üzerine bir araştırma. Öneri Dergisi, 10(39), 41-51. https://dergipark.org.tr/tr/download/article-file/165794
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity-brand-user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473. https://doi.org/cd3c
Schiffman, L. G., Dash J. F., & Dillon W. R. (1977). The contribution of store-image characteristics to store-type choice. Journal of Retailing, 53(2), 3-16.
Schneider Kelemci, G., & Bodur Kelebek, C. (2009). Tüketicilerde marka kişiliği algısı ile marka tercihine ilişkin bir analiz: Hijyenik ürünler sektöründe bir uygulama. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, (24), 121-141. https://kutuphane.dogus.edu.tr/mvt/pdf.php?pdf=0006446
Sheridan, M., Moore, C., & Nobbs, K. (2006). Fast fashion requires fast marketing: The role of category management in fast fashion positioning. Journal of Fashion Marketing and Management, 10(3), 301-315. https://doi.org/dzbxq7
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of Business Research, 49, 127-138. https://doi.org/bppqv9
Tek, Ö. B. (1999). Pazarlama ilkeleri global yönetimsel yaklaşım Türkiye uygulamaları. Beta Basım A.Ş.
Whelan, S., & Davies, G. (2006). Profiling consumers of own brands and national brands using human personality. Journal of Retailing & Consumer Services, 13(6), 393-402. https://doi.org/bm8k4b
Willems, K., & Swinnen, G. (2011). Am I cheap? Testing the role of store personality and self-congruity in discount retailing. The International Review of Retail, Distribution and Consumer Research, 21(5), 513-539. https://doi.org/fnzgrt
Willems, K., Swinnen, G., Janssens, W., & Brengman, M. (2011). Fashion store personality: Scale development and relation to self-congruity theory. Journal of Global Fashion Marketing, 2(2), 55-65. https://doi.org/fsh2
Willems, K., Janssens, W., Swinnen, G., Brengman, M., Streukens, S., & Vancauteren, M. (2012). From Armani to Zara: Impression formation on fashion store patronage. Journal of Business Research, 65(10), 1487-1494. https://doi.org/d7zzbn
Yao, Q., Chen, R., & Xu, X. (2015). Consistency between consumer personality and brand personality ınfluences brand attachment. Social Behavior and Personality, 43(9), 1419-1428. https://doi.org/f7vmqv
Zentes, J., Morschett, D., & Schramm-Klein, H. (2008). Brand personality of retailers - An analysis of its applicability and its effect on store loyalty. The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184. https://doi.org/fkgvh4
Taşkın, E., & Bozbay, Z. (2020). Tüketici Kişiliği, Marka Kişiliği ve Mağaza Kişiliğinin Satın Alma Niyeti Üzerindeki Etkileri. Yildiz Social Science Review, 6(1), 61-80. https://doi.org/10.51803/yssr.774197