Abstract:

Brand Loyalty has a importance especialy in the markets which product variability is low to be avoided and where competition is intensively experienced, is to protect market shares of companies, penetrate new markets and in terms of ensuring sustainable profitability and competitive advantage. The fisrt step to create brand loyal consumers, Enterprices have to know the factors that affect brand loyalty. It is an undeniable fact that personality features significantly affects buying decision process. For this purpose, this study focus on if there is any relation between personality features and brand loyalty. The main mass of our study is university students living in Kayseri. Our study was conducted with 582 participants. The study analyzed the answers obtained from survey. According to our results there is negative relation between brand loyalty and compliance. While the relation between brand loyalty and the other independent variables is not significant furthermore, there is statistically significant relation between brand loyalty and expence which is one of the demographic trait of participants.

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