Abstract:

Given the relationship between personality and purchasing behavior, it is known that consumers prefer to buy products and brands that reflect their own personality. This situation increases the importance of the concept of "brand personality" in marketing. The main purpose of this study is to reveal which brand personalities are perceived by consumers by five different airline companies. The survey included questions and demographic information to determine the airline preferences of the participants and the perceptions of airlines towards the brand personalities. According to the results obtained, the airline that the participants prefer in their trips is the 1st airline brand. The majority of participants travel by airline 6-10 times in a year. Three important elements they pay attention when choosing an airline are reliability, quality of service and cheapness. According to the assessments made in terms of brand personalities; consumers are perceived by the characteristics of the 1st airline brand "Intimity, excitement, competence, sophistication and hardness", the 2nd airline brand "Intimity", the 3rd airline brand "Intimity and competence", the 4th airline brand "heyecan" and the 5th airline brand "Intimity".