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The Effects of Consumer Personality, Brand Personality and Store Personality on Purchase Intention

Author

Listed:
  • Zehra Bozbay

    (İstanbul Üniversitesi, İşletme Fakültesi, Pazarlama Anabilim Dalı)

  • Elif Taşkın

    (İstanbul Üniversitesi, S. B. E., Pazarlama Doktora Programı Öğrencisi)

Abstract

The aim of this study is to explain the effect of consumer, brand and store personality on purchase intention of fast fashion products and also to determine the effect of brand personality on store personality. In this context, data collected via face-to-face survey method from 355 consumers over 18 years old who purchased product from fast fashion stores. In order to test the hypotheses developed based on the research model, the data were analyzed by using the regression analysis. As a result of the analysis for the fast fashion clothing stores, consumer personality positively affects both brand personality and store personality. When the effects of brand personality and store personality on purchase intention are considered, it has been seen that they both have positive effects on purchase intention. In addition, it has been found that also brand personality positively affects store personality.

Suggested Citation

  • Zehra Bozbay & Elif Taşkın, 2020. "The Effects of Consumer Personality, Brand Personality and Store Personality on Purchase Intention," Yildiz Social Science Review, Yildiz Technical University, vol. 6(1), pages 61-80.
    • Handle: RePEc:aye:journl:v:6:y:2020:i:1:p:61-80
    DOI: 10.51803/yssr.774197
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    More about this item

    Keywords

    Consumer Personality; Brand Personality; Store Personality; Purchase IntentionJournal: Yildiz Social Science Review;
    All these keywords.

    JEL classification:

    • F00 - International Economics - - General - - - General
    • F30 - International Economics - - International Finance - - - General
    • G00 - Financial Economics - - General - - - General
    • G10 - Financial Economics - - General Financial Markets - - - General (includes Measurement and Data)
    • K00 - Law and Economics - - General - - - General (including Data Sources and Description)
    • K20 - Law and Economics - - Regulation and Business Law - - - General
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General

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