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Abstract


THE EFFECT OF CONSUMERS’ PERCEPTİON OF BRAND PERSONALİTY ON BRAND LOYALTY

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
KeyWords: Brand, Brand Loyalty, Brand Personality Perception



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