Abstract:

Abstract This study aims to examine the effect of brand personality on consumer buying motivations in restaurant businesses. Data were collected from consumers in an international franchise business with a branch in a shopping mall in Izmir (N=313). Relationships were examined by regression analysis. The findings show that brand personality has a low influence on consumer purchase motivation. This practice, made in an international franchise business, provides a better reflection of the potential consumers that restaurant businesses want to reach, with knowledge of brand personality and consumer buying motivations. In this context, it is thought that the research subject, results, and suggestions will contribute to and guide the literature, practice, and future researchers. Future researchers may carry out studies on a large sampling with more than one restaurant brand. Researchers who will examine brand personality in the future may use the Archetype approach, while researchers who will examine different classifications of lifestyles may use VALS typologies. They can work on the determination of the relationship between brand personality and the personality traits of consumers who buy and do not buy the brand. In addition, future researchers may investigate whether brand factors also have an effect on purchasing motivations.

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