THE EFFECT OF BRAND PERSONALITY, REPUTATION AND IDENTITY ON THE BRAND LOYALITY: THE CASE STUDY OF TURK TELECOM

Abstract

There is a huge competition in Telecommunication industry, like in all other industries in Turkey, which is a developing country. To step forward, marketing activities are getting more and more important day by day. Brand concept takes a huge place in those marketing activities. The reflection the concept has on consumer‟s perception is brand identity. Brand reputation takes a wide place in building brand identity. In brief, brand personality looks for how a brand would act if it were a human. In this research, a niche potential and brand identity reflects the brand loyalty itself. The thesis focuses on research question regarding the factors influencing brand loyalty. Appropriate literature is examined and quantitative research is conducted to form hypotheses, based on the case of Turk Telekom. To define the quality of influence, three indicators were examined: brand perception, brand personality, brand reputation. The research is conducted among 250 students from Istanbul, Turkey. Based on a statistical analysis, the study shows that brand perception, brand personality, brand reputation have significant influence on brand loyalty, so taking Turk Telekom‟s example, it built high brand loyalty by having appropriate brand perception, brand personality, brand reputation