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The Relation between Consumer and Brand Personality: Example of yemeksepeti.com

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  • Ahmet Tan
  • Emre Çolakoglu
  • Emre Öztosun

Abstract

The purpose of the paper is to analyze whether there is a relationship between brand personality of an e-commerce company –yemeksepeti.com- and its customers’ personalities. The dimensions of brand personality of yemeksepeti.com were identified to do this. The paper includes three sections. In the first part, a literature review and theoretical framework about brand personality and e-commerce was outlined. Then, a survey was held in the city of Gaziantep with 300 respondents via face to face interview method. According to the findings, a positive relationship between the brand personality and the customers’ personalites was found. Discussions, limitations and further implications were presented in the final section.

Suggested Citation

  • Ahmet Tan & Emre Çolakoglu & Emre Öztosun, 2016. "The Relation between Consumer and Brand Personality: Example of yemeksepeti.com," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 1-15, December.
    • Handle: RePEc:hur:ijarbs:v:6:y:2016:i:12:p:1-15
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    References listed on IDEAS

    as
    1. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
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    4. Milas, Goran & Mlacic, Boris, 2007. "Brand personality and human personality: Findings from ratings of familiar Croatian brands," Journal of Business Research, Elsevier, vol. 60(6), pages 620-626, June.
    5. María de la Paz Toldos Romero, 2012. "Dimensions Of Brand Personality In Mexico," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(5), pages 35-47.
    6. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    7. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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