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首页> 外文期刊>International Journal of Marketing Studies >The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey
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The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

机译：品牌个性对品牌忠诚度的影响：土耳其汽车品牌研究

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In this pilot study investigating the impacts of automobile brand personality perceptions of Turkish consumers on their attitudinal and behavioral intentions, the effects of the personality attributed to the brand by the consumers on their behavioral intentions regarding preferences, recommendations and willingness to pay higher prices for the brand are examined. The study consists of two main parts. Definitions of brand personality and brand loyalty are made in the literature review section where the conceptual framework is sought to be formed. Our hypothesis to test the attitudinal and behavioral effects of the automobile brand personality following the conceptual framework is analyzed using a sample of 368 participants. The research results indicate that automobile brands are perceived such as competent and excited, and the effects of these dimensions on both behavioral and attitudinal loyalty have been seen to be stronger than the effects on the other two dimensions, namely, conventionality and androgyny. In the conclusion of the study, the impacts are evaluated, and suggestions are given to business managers, marketing researchers, and marketing researchers.
机译：在这项前瞻性研究中，调查了土耳其消费者对汽车品牌个性的看法对其态度和行为意图的影响，以及消费者归因于其偏好，推荐和愿意为之支付更高价格的行为意图的消费者归因于该品牌的个性。品牌进行了检查。该研究包括两个主要部分。品牌个性和品牌忠诚度的定义在文献回顾部分进行，该部分旨在形成概念框架。我们使用368名参与者的样本分析了根据概念框架测试汽车品牌个性的态度和行为影响的假设。研究结果表明，汽车品牌被认为具有胜任力和兴奋感，并且这些维度对行为和态度忠诚的影响要强于对常规性和雌雄同体性其他两个维度的影响。在研究结论中，对影响进行了评估，并向业务经理，市场研究人员和市场研究人员提供了建议。

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