Marka kişiliği ve benlik saygısı kavramlarının tüketici satın alma tarzları üzerindeki etkisi: Üniversite öğrencileri üzerine bir uygulama

Sinem SARGIN; Leyla LEBLEBİCİ KOÇER

Makale detayları

Marka kişiliği ve benlik saygısı kavramlarının tüketici satın alma tarzları üzerindeki etkisi: Üniversite öğrencileri üzerine bir uygulama

Yazarlar:

Sinem SARGIN | Leyla LEBLEBİCİ KOÇER

Yayıncı:

Erciyes University

Ana Başlıklar:

Yönetim

Dergi:

Erciyes University Journal of Social Sciences Institute 2020 Issue 50, pp.23-57

Belge Tipi:

Makale

Yayın Tarihi:

12/2020

Belge Dili:

Türkçe

Document ID (Org No.):

2000700408

Sıklık:

Üç Aylık

eISSN:

2757-7031

Özet:

 


Technological advances and widespread communication have started to minimize the differences between products and services. Businesses start to create personality on existing brands and work towards a symbolic value of the functions of their utilitarian functions, as they stay to activate the desire and purchasing behaviors to activate the interests, desires and purchasing behaviors of the consumers. Brand personality are humanoid traits attributed to a brand. Brands' personality traits become meaningful when they are compatible and compatible with the consumer's self. Self-esteem, followed by milk perception and expressed as follows. Consumer purchasing styles are defined as the characteristics that determine the methods of individuals to choose products and services during shopping. The aim of this study is to investigate the effect of brand personality perceptions on self-esteem and the effect of brand personality perceptions and self-esteem levels on purchasing styles for Mavi Jeans brand by university students. At Kayseri Nuh Naci Yazgan University, the equality model, which is the data obtained by applying face-to-face questionnaires to 375 undergraduate students, is displayed. According to the findings of the research, it was concluded that consumers' brand personality perceptions had a significant effect on their self-esteem and brand personality perception had a significant effect on their purchasing style, while self-esteem had an effect together with consumers through purchasing. 

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Makale detayları

Marka kişiliği ve benlik saygısı kavramlarının tüketici satın alma tarzları üzerindeki etkisi: Üniversite öğrencileri üzerine bir uygulama

Yazarlar: Sinem SARGIN | Leyla LEBLEBİCİ KOÇER

Yayıncı: Erciyes University

Ana Başlıklar: Yönetim

Dergi: Erciyes University Journal of Social Sciences Institute 2020 Issue 50, pp.23-57

Belge Tipi: Makale

Yayın Tarihi: 12/2020

Belge Dili: Türkçe

Document ID (Org No.): 2000700408

Sıklık: Üç Aylık

eISSN: 2757-7031

Sayı

Yazarlar:

Sinem SARGIN | Leyla LEBLEBİCİ KOÇER

Yayıncı:

Erciyes University

Ana Başlıklar:

Yönetim

Dergi:

Erciyes University Journal of Social Sciences Institute 2020 Issue 50, pp.23-57

Belge Tipi:

Makale

Yayın Tarihi:

12/2020

Belge Dili:

Türkçe

Document ID (Org No.):

2000700408

Sıklık:

Üç Aylık

eISSN:

2757-7031