BRAND PERSONALITY OF UNIVERSITY OF GUMUSHANE ACCORDING TO UNIVERSITY STUDENTS

Tuğçe Aydoğan Kılıç; Fatih Aksoy; Ersin Diker

Makale detayları

BRAND PERSONALITY OF UNIVERSITY OF GUMUSHANE ACCORDING TO UNIVERSITY STUDENTS

Yazarlar:

Tuğçe Aydoğan Kılıç | Fatih Aksoy | Ersin Diker

Yayıncı:

Bayburt University

Ana Başlıklar:

İş Sistemleri (Diğer)

Dergi:

İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.7 Issue 2, pp.111-127

Belge Tipi:

Makale

Yayın Tarihi:

7/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001324288

pISSN:

2618-6195

Anahtar kelimeler:

Özet:

 As a result of the globalized economy in recent years, competition has increased and the need to make a difference has arisen. The concept of brand personality allows the brand to differentiate in its own category, thus distinguishing itself from others. Universities also need to create a strong brand personality for various reasons. In this study, it is aimed to determine how students studying at Gümüşhane University perceive the brand personality of Gümüşhane University. Determining how students perceive the brand personality of Gümüşhane University according to some demographic variables and possible negative brand personality characteristics related to the university, and making suggestions that will turn them into positive ones constitute the sub-objectives of the study. A questionnaire, which is one of the quantitative research techniques, was used in the research. In the survey, a scale developed by Aksoy and Özsomer 2007 was used to identify Turkish culture and Turkish-specific personality adjectives that can be used to determine brand personality in Turkey. In this context, the data obtained in the research were collected using an online survey by simple random sampling from 487 university students over the age of 18 studying at Gümüşhane University. According to the research findings, the brand personality perceived by Gümüşhane University students does not create a significant difference according to age and geographical region. However, there are significant variations between gender and facultycollege status in the perception of brand personality by students.

 As a result of the globalized economy in recent years, competition has increased and the need to make a difference has arisen. The concept of brand personality allows the brand to differentiate in its own category, thus distinguishing itself from others. Universities also need to create a strong brand personality for various reasons. In this study, it is aimed to determine how students studying at Gümüşhane University perceive the brand personality of Gümüşhane University. Determining how students perceive the brand personality of Gümüşhane University according to some demographic variables and possible negative brand personality characteristics related to the university, and making suggestions that will turn them into positive ones constitute the sub-objectives of the study. A questionnaire, which is one of the quantitative research techniques, was used in the research. In the survey, a scale developed by Aksoy and Özsomer 2007 was used to identify Turkish culture and Turkish-specific personality adjectives that can be used to determine brand personality in Turkey. In this context, the data obtained in the research were collected using an online survey by simple random sampling from 487 university students over the age of 18 studying at Gümüşhane University. According to the research findings, the brand personality perceived by Gümüşhane University students does not create a significant difference according to age and geographical region. However, there are significant variations between gender and facultycollege status in the perception of brand personality by students.

 As a result of the globalized economy in recent years, competition has increased and the need to make a difference has arisen. The concept of brand personality allows the brand to differentiate in its own category, thus distinguishing itself from others. Universities also need to create a strong brand personality for various reasons. In this study, it is aimed to determine how students studying at Gümüşhane University perceive the brand personality of Gümüşhane University. Determining how students perceive the brand personality of Gümüşhane University according to some demographic variables and possible negative brand personality characteristics related to the university, and making suggestions that will turn them into positive ones constitute the sub-objectives of the study. A questionnaire, which is one of the quantitative research techniques, was used in the research. In the survey, a scale developed by Aksoy and Özsomer 2007 was used to identify Turkish culture and Turkish-specific personality adjectives that can be used to determine brand personality in Turkey. In this context, the data obtained in the research were collected using an online survey by simple random sampling from 487 university students over the age of 18 studying at Gümüşhane University. According to the research findings, the brand personality perceived by Gümüşhane University students does not create a significant difference according to age and geographical region. However, there are significant variations between gender and facultycollege status in the perception of brand personality by students.

 Son yıllarda küreselleşen ekonomi sonucunda rekabet artmış ve farklılık yaratma gereksinimi doğmuştur. Marka kişiliği kavramı markaya kendi kategorisinde farklılaşma böylelikle diğerlerinden ayrışma olanağı tanımaktadır. Üniversiteler de çeşitli sebepler ile güçlü bir marka kişiliği oluşturmaya ihtiyaç duymaktadır. Bu çalışmada Gümüşhane Üniversitesinde eğitim öğretim gören öğrencilerin Gümüşhane Üniversitesinin marka kişiliğini nasıl algıladığını belirlemek amaçlanmaktadır. Öğrencilerin bazı demografik değişkenlere göre Gümüşhane Üniversitesinin marka kişiliği algısının nasıl olduğunun ve üniversite ile ilgili olası olumsuz marka kişiliği özelliklerini tespit ederek, bunları olumluya çevirecek önerilerde bulunmak çalışmanın alt amaçlarını oluşturmaktadır. Araştırmada nicel araştırma tekniklerinden biri olan anket kullanılmıştır. Ankette Türkiyede marka kişiliğini belirlemek için kullanılabilecek, Türk kültürü ve Türkçeye özgü kişilik sıfatlarını ortaya koymak amacıyla Aksoy ve Özsomer 2007 tarafından geliştirilen ölçek kullanılmıştır. Bu bağlamda araştırmada elde edilen veriler, Gümüşhane Üniversitesinde eğitim öğretim gören 18 yaş üstü üniversite öğrencisi olan 487 kişiden basit rastlantısal örnekleme yoluyla çevrim içi anket kullanılarak toplanmıştır. Araştırma bulgularına göre Gümüşhane Üniversitesi öğrencileri tarafından algılanan marka kişiliği, yaş ve yaşanılan coğrafi bölgeye göre anlamlı bir farklılık yaratmamaktadır. Fakat marka kişiliğinin öğrenciler tarafından algılanmasında cinsiyet ve fakülteyüksekokul durumu arasında belirgin varyasyonlar ortaya çıkmaktadır.

Makale detayları

BRAND PERSONALITY OF UNIVERSITY OF GUMUSHANE ACCORDING TO UNIVERSITY STUDENTS

Yazarlar:

Tuğçe Aydoğan Kılıç | Fatih Aksoy | Ersin Diker

Yayıncı:

Bayburt University

Ana Başlıklar:

İş Sistemleri (Diğer)

Dergi:

İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.7 Issue 2, pp.111-127

Belge Tipi:

Makale

Yayın Tarihi:

7/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001324288

pISSN:

2618-6195

Brand

Brand Personality

Gümüşhane UniversityMarka

Marka Kişiliği

Gümüşhane Üniversitesi

Sayı

Makale detayları

BRAND PERSONALITY OF UNIVERSITY OF GUMUSHANE ACCORDING TO UNIVERSITY STUDENTS

Yazarlar: Tuğçe Aydoğan Kılıç | Fatih Aksoy | Ersin Diker

Yayıncı: Bayburt University

Ana Başlıklar: İş Sistemleri (Diğer)

Dergi: İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.7 Issue 2, pp.111-127

Belge Tipi: Makale

Yayın Tarihi: 7/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001324288

pISSN: 2618-6195

Brand

Brand Personality

Gümüşhane UniversityMarka

Marka Kişiliği

Gümüşhane Üniversitesi

Sayı

Yazarlar:

Tuğçe Aydoğan Kılıç | Fatih Aksoy | Ersin Diker

Yayıncı:

Bayburt University

Ana Başlıklar:

İş Sistemleri (Diğer)

Dergi:

İşletme Ekonomi ve Yönetim Araştırmaları Dergisi Vol.7 Issue 2, pp.111-127

Belge Tipi:

Makale

Yayın Tarihi:

7/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001324288

pISSN:

2618-6195