The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey

Murat Akin

doi:10.5539/ijms.v9n2p134

Abstract

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.

Highlights

It is a well-known fact that brands are crucial for influencing consumers’ loyalty and their purchasing behavior in the marketing process
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
Definitions of brand personality and brand loyalty are made in the literature review section where the conceptual framework is sought to be formed

Summary

Introduction

It is a well-known fact that brands are crucial for influencing consumers’ loyalty and their purchasing behavior in the marketing process. Brands reflect a personality and image towards the product they represent. These reflections in the consumer’s mind form their purchasing behavior (Perreault et al, 2013). The use of personality traits in brand positioning appears as an important guide for increasing the consumer’s preference, trust and loyalty, and the consumer’s intention to purchase (Aksoy & Özsomer, 2007). A good brand personality is advantageous over the brand’s competitors by influencing the final decision of the consumer (Sung & Kim, 2010; Swaminathan et al, 2009; Ramaseshan & Tsao, 2007; Freling et al, 2005; Kim et al, 2001)

Objectives

Methods

Conclusion