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

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.

The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty

“…Brand personality enables consumers to identify and connect with a brand, resulting in the sense of affection and dedication, so a consumer constantly purchases and uses a brand, therefore creating loyalty. The same results were achieved by Akin (2017)…”

“…Seimiene (2012) in her theoretical model of emotional connection between brand and consumer personalities concluded that the main traits of both brand and consumer personalities should be similar; in that way consumers will more likely choose a certain brand. Akin (2017) states that placing a product with a generic name directly leads to decreased market share since that product is now seen as common. It is also more difficult to establish good communication with prospective consumers since it is highly challenging to present such brand efficiently, and to make people remember a brand with a weak or no personality.…”

“…al., 2019). "Loyalty is considered as one 3 the key elements for achieving a long-lasting business success"(Akin, 2017). It is recognized as an important factor that contributes to achieving competitive advantage in an extremely competitive and dynamic business environment, in comparison with other companies(Leninkumar, 2017).…”

“…It is recognized as an important factor that contributes to achieving competitive advantage in an extremely competitive and dynamic business environment, in comparison with other companies(Leninkumar, 2017). Forming a loyal customer base enables advantages such as cutting marketing costs, better positioning in the stores, attracting new while keeping old customers(Akin, 2017). Based on loyalty, other advantages can also be achieved, such as a larger market share, positive word-of-mouth, establishing premium price level, and ultimately increasing shareholder value.…”

Influence of Social Media Marketing, Electronic Word of Mouth and Consumer Engagement to Brand Loyalty in Indonesia Grab Company

“…According to Schiffman and Kanuk (2005), brand loyalty is customers' preference to make purchases on the same brand on specific products or certain service catalogs. Akin (2017) defines brand loyalty as repurchase points, preferences, recommendations, and attachments; its need for loyal customers for the sustainable competition is better understood. Loyalty is seen as one of the key elements to achieving permanent and long-term success in terms of business.…”