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: