Ziyaret Tercihine Göre Alışveriş Merkezlerinin Marka Kişiliği Algı Farklılıklarının İncelenmesi1 (According to Preference of Visit, Investigation of Brand Personality Perception Differences in Shopping Centers)

Abstract

Purpose – The aim of the study is to reveal the differences of brand personality perception among the visitors in the choice of four major shopping centers in Carousel, Capacity, Marmara Forum and Galleria. Another aim of this study is to determine whether the brand personality dimensions used in Aaker (1997) 's brand personality scale differ by sector and country. Design/methodology/approach – The study was started with exploratory research by making literature review by using secondary sources. In this study, because of the extensive study conducted in this area, the brand personality scale was taken as the basis of the 42 personality formed by J. Aaker (1997). Scale items were subjected to factor analysis first and T-Test was applied to analyze whether the resulting factor dimensions differed according to the visit preference. Findings – The four factor dimensions resulting from the analysis were named ’charismatic and exciting’, yet reliable and competent ’, ec sincere and cheerful Bul and boyut androgen Bul. According to the results of this study; The Galleria shopping center is a charismatic and exciting brand personality in terms of both the preferred and non-preferred groups. Capacity shopping center has the personality of a reliable and competent brand in terms of the group that does not prefer this shopping center. In terms of two groups who prefer and do not prefer Carousel shopping center, the shopping center has a friendly and cheerful brand personality. The Marmara Forum shopping center has the personality of androgens in terms of the group that does not prefer this shopping center. Discussion – The fact that shopping malls are located in Bakirkoy district in Istanbul offers very important advantages to these shopping centers. Galleria, Capacity, Marmara Forum and Carousel shopping centers, especially Carousel shopping center offer services, products, innovations, value of their brand personality should invest more.