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  Citation Number 2
 Views 52
 Downloands 14
TÜKETİCİLERİN MARKA KİŞİLİĞİ ALGISININ MARKA BAĞLILIĞI ÜZERİNDEKİ ETKİSİ
2021
Journal:  
Social Mentality and Researcher Thinkers Journal
Author:  
Abstract:

Bu çalışmanın amacı, Bitlis Eren Üniversitesinde 2020-2021 yılları arasında eğitim gören öğrencilerin marka kişiliği algısının marka bağlılığı üzerindeki etkisini analiz etmektir. Çalışmada elde edilen veriler online anket tekniği uygulanarak toplanmıştır. 426 öğrenciden elde edilen anketler, SPSS 22.00 paket programı kullanılarak analizler edilmiştir. Araştırmada ilk önce marka bağlılığı ve marka kişiliği algısının boyutlarını belirleyebilmek için faktör analizleri uygulanmıştır. Faktör analizi sonucunda marka bağlılığı için tek boyut ve marka kişiliği algısı için de dört farklı alt boyut olduğu sonucuna ulaşılmıştır. Yapılan regresyon analizinde marka kişiliği algısı alt boyutlarından heyecan ve gelişmişlik boyutlarının, marka bağlılığını etkilediği sonucuna ulaşılmıştır. Demografik özellikler açısından yapılan analiz sonucunda ise; demografik özelliklerden katılımcıların cinsiyeti, okudukları fakülte, ikamet yeri ve favori marka seçimi ile marka kişiliği algısı arasında anlamlı bir farklılık olduğu görülmüş; yine katılımcıların cinsiyeti, yaşı, okudukları fakülte ve ikamet yeri ile marka bağlılığı arasında da anlamlı bir farklılık olduğu görülmüştür.

Keywords:

The impact of the consumer’s brand identity on the brand connection of the algis
2021
Author:  
Abstract:

The aim of this study is to analyze the impact of brand personality perception on brand liability of students who are studying at Bitlis Eren University between 2020 and 2021. The data obtained in the study was collected using the online survey technique. The survey of 426 students was analyzed using the SPSS 22.00 package program. The study first applied factor analysis to determine the dimensions of the brand liability and brand personality perception. The factor analysis found that there were four different subdimensions for brand liability and one dimension for brand personality perception. The regression analysis of the brand’s perception of personality has concluded that the dimensions of excitement and development from the lower dimensions of the brand’s perception of personality affect the brand’s commitment. According to the analysis of demographic characteristics, there is a significant difference between the gender of the participants, the faculty they read, the place of residence and the preferred brand choice and the perception of the brand personality, and there is a significant difference between the gender, the age, the faculty they read and the place of residence and the brand commitment.

Keywords:

The Effect Of Consumers’ Percepti̇on Of Brand Personali̇ty On Brand Loyalty
2021
Author:  
Abstract:

The aim of this study is to analyze the effect of brand personality perception of students studying at Bitlis Eren University between 2020-2021 on brand loyalty. The data obtained in the study were collected by using the online survey technique. The questionnaires obtained from 426 students were analyzed by using the SPSS 22.00 package program. Firstly, factor analysis was applied to determine the dimensions of brand loyalty and brand personality perception in the research. As a result of the factor analysis, it was concluded that there are one dimension for brand loyalty and four different sub-dimensions for brand personality perception. In the regression analysis, it was concluded that excitement and development dimensions, which are among the sub-dimensions of brand personality perception, affect brand loyalty. As a result of the analysis made in terms of demographic characteristics; it was observed that there is a significant difference between the gender of the participants, their faculty of study, place of residence and their favorite brand selection and their brand personality perception; there was also a significant difference between participants' gender, age, faculty and place of residence and brand loyalty.

Keywords:

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Social Mentality and Researcher Thinkers Journal

Field :   Sosyal, Beşeri ve İdari Bilimler

Journal Type :   Uluslararası

Metrics
Article : 1.471
Cite : 380
2023 Impact : 0.042
Social Mentality and Researcher Thinkers Journal