Abstract:

Important developments in technology in the twenty-first century make it difficult to keep consumer attention on certain brand. It is seen that there is a serious competition especially in the mobile phone brands in this period called digital age. The biggest competition is between Apple and Samsung brands. Both brands are trying to protect the personalities of their brands and the loyalty of their customers. It seems that they are trying to keep the involvement for their products alive. In this study, it has been tried to determine whether the relation between brand personality and brand loyalty is the regulatory effect of the product involvement. The research model has been tested and interpreted separately for both brands. The study was conducted by applying face to face questionnaire with the participation of 210 people in the central district of Erzurum. As a result of the analysis, it was revealed that the product involvement of both brands had a regulatory role in the effect of the brand personality on the brand loyalty but they perceived differently in the personality sub-dimensions of the brands.

Keywords: