KİŞİLİK ÖZELLİKLERİNİN MARKA SADAKATİNE ETKİSİ ÜZERİNE BİR ARAŞTIRMA
A RESEARCH ON THE EFFECT OF PERSONALITY TRAITS ON BRAND LOYALTY
Author(s): Samira BAĞIROVASubject(s): Personality Psychology, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Sage Yayınları
Keywords: Five factor personality; Brand loyalty; Azerbaijan;
Summary/Abstract: The aim of the research is to determine the effect of personality traits on brand loyalty. As a data collection tool, the survey was distributed to a selected sample by convenience sampling. As a result of the analysis of the data, it was observed that the personality types of extraversion, honesty, openness to experience and agreeableness had brand loyalty. The research is unique in that it determines the relationship between the variables in question in the Azerbaijan example. The research results will be useful for businesses in their approach to customers with different personality types.
Journal: TURAN-SAM
- Issue Year: 16/2024
- Issue No: 62
- Page Range: 495-498
- Page Count: 4
- Language: Turkish
