AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY

Today, when there is intense competition, the same quality products for consumers is needed to distinguish between brands. Brands, the consumer the impression they left on them are defined on the interaction and relationships. Therefore, companies are making a great effort to build strong brands. Mo...

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Autores principales:	Salih MEMİŞ, Gıyasettin TAYFUR, Zafer CESUR
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	brand brand personality brand loyalty purchasing factor analysis Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/d7ab0c725d1246a58f5ad7c4d5411ba1
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spelling	oai:doaj.org-article:d7ab0c725d1246a58f5ad7c4d5411ba12021-11-24T09:20:47ZAN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY2148-416310.9761/JASSS3810https://doaj.org/article/d7ab0c725d1246a58f5ad7c4d5411ba12019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=391667531_15-Yrd.%20Do%C3%A7.%20Dr.%20Salih%20Memi%C5%9F.pdf&key=28122https://doaj.org/toc/2148-4163Today, when there is intense competition, the same quality products for consumers is needed to distinguish between brands. Brands, the consumer the impression they left on them are defined on the interaction and relationships. Therefore, companies are making a great effort to build strong brands. Moreover, the real value of the brand are owned by a company and has the power to represent all the values of the company stated. Brands like people, have personalities. Personality of the brand created by people. When buying brands by consumers determines the decision to purchase the brand personality. The main aim of this study is to determine the factors effecting the brand personality of universities by undergraduates. Factor analysis is used for definition of the brand personality’s perceived size. In order to specify the reliability of tests firstly security analysis is done and then basic factors generating the brand personality is made out. Four factors (perfection, excitement, traditionalism and androgenic) are achieved with the factor analysis method. Afterwards, relationships and differences between these factors and demographic features are investigated. It is determined that, there is a negative relationship between level of undergraduates and the brand personality but there is a positive relationship between satisfaction of undergraduates and the brand personality.Salih MEMİŞGıyasettin TAYFURZafer CESURFırat Universityarticlebrandbrand personalitybrand loyaltypurchasingfactor analysisSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 10, Iss 54, Pp 241-153 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	brand brand personality brand loyalty purchasing factor analysis Social Sciences H Social sciences (General) H1-99
spellingShingle	brand brand personality brand loyalty purchasing factor analysis Social Sciences H Social sciences (General) H1-99 Salih MEMİŞ Gıyasettin TAYFUR Zafer CESUR AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY
description	Today, when there is intense competition, the same quality products for consumers is needed to distinguish between brands. Brands, the consumer the impression they left on them are defined on the interaction and relationships. Therefore, companies are making a great effort to build strong brands. Moreover, the real value of the brand are owned by a company and has the power to represent all the values of the company stated. Brands like people, have personalities. Personality of the brand created by people. When buying brands by consumers determines the decision to purchase the brand personality. The main aim of this study is to determine the factors effecting the brand personality of universities by undergraduates. Factor analysis is used for definition of the brand personality’s perceived size. In order to specify the reliability of tests firstly security analysis is done and then basic factors generating the brand personality is made out. Four factors (perfection, excitement, traditionalism and androgenic) are achieved with the factor analysis method. Afterwards, relationships and differences between these factors and demographic features are investigated. It is determined that, there is a negative relationship between level of undergraduates and the brand personality but there is a positive relationship between satisfaction of undergraduates and the brand personality.
format	article
author	Salih MEMİŞ Gıyasettin TAYFUR Zafer CESUR
author_facet	Salih MEMİŞ Gıyasettin TAYFUR Zafer CESUR
author_sort	Salih MEMİŞ
title	AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY
title_short	AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY
title_full	AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY
title_fullStr	AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY
title_full_unstemmed	AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY
title_sort	investigation on determining the brand personality of sakarya university
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/d7ab0c725d1246a58f5ad7c4d5411ba1
work_keys_str_mv	AT salihmemis aninvestigationondeterminingthebrandpersonalityofsakaryauniversity AT gıyasettintayfur aninvestigationondeterminingthebrandpersonalityofsakaryauniversity AT zafercesur aninvestigationondeterminingthebrandpersonalityofsakaryauniversity AT salihmemis investigationondeterminingthebrandpersonalityofsakaryauniversity AT gıyasettintayfur investigationondeterminingthebrandpersonalityofsakaryauniversity AT zafercesur investigationondeterminingthebrandpersonalityofsakaryauniversity
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AN INVESTIGATION ON DETERMINING THE BRAND PERSONALITY OF SAKARYA UNIVERSITY

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