The Relationship between the Personality of Urbanites and City Brand Personality- An Application in Turkey

Abstract

Brand personality claims that brands convey human characteristics. In this study, attempts have been made to determine the brand personality dimensions of cities based on the assumption that cities also have brand personality. Additionally, it has been studied whether or not urbanites reflect their own personality traits to brand personality characteristics of the city. In this descriptive study, data has been collected through face-to-face interviews. The sampling where stratified sampling is used -one method of random sampling -has been performed in Kayseri in Turkey. A total of 382 consumers have been reached. Factor and regression analyses have been used for data analysis. In conclusion, the city of Kayseri has five city brand dimensions: exhilarating, mature, androgen, traditional and sincere. In addition, it has also revealed that there is a relationship between the personalities of those who live in Kayseri and their city brand personalities. Those who live in metropolitan Kayseri and like taking risks -a criterion of extrovert personality -find Kayseri exhilarated and competent. In the light of this conclusion, it can be said that urbanites' personalities should also be considered when forming city brand personality.

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“…Such that, "commercial brands -from Nike to Gucci -have become the focus for the individual's identity" (van Ham, 2002: 255). In this sense, "consumers... prefer brands with personalities that are congruent with their own personality" (Usakli & Baloglu, 2011: 115; also, Lee & Suh, 2011;Sariyer, 2017). Aaker's (1997) key contribution is her Brand Personality Scale (BPS) consisting of five personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness, plus 42 personality traits.…”