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Çalışmada; Marka Kişiliğinin, Marka İmajı Genel Memnuniyet ve Sadakat Üzerindeki Etkisini incelemektir. Konu ile ilgili araştırmayı daha spesifik ve somut bir hale getirebilmek amacıyla Paşabahçe markası üzerinde bir uygulama yapılmıştır. Makalenin giriş bölümünde; Marka kavramı ve Marka ile ilgili; Marka Kimliği, Marka Değeri, Marka Denkliği ve Marka Kişiliği Marka Kişiliğinin Önemi, Marka Kişiliğinin Tüketici Satın Alma Davranışı Üzerindeki Etkisi kavramları açıklanmış, gelişme bölümünde ise; Marka İmajı, Marka İmajı ile Marka Kişiliği Arasındaki İlişki, Marka Memnuniyeti ve Marka Sadakati konuları ele alınmıştır. Araştırma kapsamında veri toplama yöntemi olarak; yüz yüze anket yöntemi kullanılmıştır. Elde edilen verilerin analizinde, faktör analizi, güvenilirlik analizi ve regresyon yöntemi kullanılmıştır. Sonuç kısmında ise; araştırma sonuçlarından çıkarılan yorumlar ışığında söylenebilir ki; Marka kişiliğinin heyecan verici, sağlıklı, samimi, başarılı ve yetenekli olması marka imajının fonksiyonellik ve deneyimsellik boyutuna olumlu etki yaparken; sosyal boyutunu etkilememektedir. Ayrıca Marka Kişiliğinin heyecan verici, sağlıklı, samimi, başarılı ve yetenekli olması, Marka Memnuniyeti ve Marka Sadakatinin oluşmasında da olumlu etki yapmaktadır.
the brand image of the brand personality in the study is to examine the impact of the general satisfaction and loyalty in order to make research more specific and concrete, an application on the paşagarden brand was made in the entry section of the article on the brand concept and brand identity brand value brand equity and brand personality brand personality on the consumer purchasing behaviour of the brand personality in the developed development section, the relationship between brand image and brand personality was addressed in the research scope of the brand satisfaction and brand loyalty issues, as a data collection method, has been used in the analysis of the positive impact of the quality of the social brand in the light of the analysis and the positive impact of the positive impact of the quality of the analysis of the quality of the positive impact of the quality of the quality of the patient in the positive research and positive analysis of the quality of the analysis of the quality of the quality of the quality of the quality of the quality of the positive impact of the quality of the quality of the positive impact of the quality of the positive impact of the positive impact of the quality of the quality of the quality of the quality of the research and the positive research and positive research and positive impact of the quality of the customer analysis of the positive impact of the quality of the
The purpose of this study is to determine the effect of brand personality on brand image, general satisfaction and loyalty. So as to make the research on the topic more specific and concrete an application has been carried on Paşabahçe brand. In the introduction part of the study concepts about brand and brand concept, brand identity, value of a brand, brand equation and brand personality have been analyzed. In the development section, the importance of brand identity, the effect of brand personality on customer purchase patterns, brand image, the relationship between brand image and brand personality, the relationship between brand satisfaction and brand loyalty have been studied. In this study by means of gathering data face to face survey method has been used. In the analysis phase of the data factor analysis, validity analysis and regression method have been employed. In the conclusion part, in the light of the implications gathered by the results of the research it could be said that while a brand’s being exciting, healthy, frank, successful and talented makes a positive impact on its functionality and experimentalism, it has been determined that it makes no difference in the social aspect of the brand image. Furthermore, the brand’s being exciting, healthy, frank, successful and talented makes a positive impact on establishing brand satisfaction and brand loyalty
Field : Filoloji; Hukuk; Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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