The Effect of Brand Personality, Reputation and Personality on the Brand Loyalty: The Case Study of Turk Telecom

Abstract

There is a huge competition in the Telecommunication industry, like in all other industries in Turkey. This paper is studying the factors influencing brand loyalty in the Turkish Telecommunication industry represented by Turk Telecom. To define the quality of influence, three indicators were examined: brand perception, brand personality, brand reputation. The research is conducted among 250 students from Istanbul, Turkey. Based on the regression statistical analysis, the study shows that brand perception, brand personality, brand reputation have a significant influence on brand loyalty, so taking Turk Telekom’s example, it built high brand loyalty by having an appropriate brand perception, brand personality, brand reputation.