期刊名称：Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
电子版ISSN：2564-6931
出版年度：2017
卷号：10
期号：1
DOI：10.25287/ohuiibf.297163
语种：English
出版社：Ömer Halisdemir Üniversitesi
摘要：First of all,in this study,it was aimed to determined the personality dimensions of Didi that was produced by Çaykur Firm and placed in ice tea market where two international (Lipton Ice Tea –Fuse Tea by Coca Cola) and one national brand (Didi by Çaykur). Second,it was analysed of effects of brand personality dimensions,brand satisfaction,brand trust and ethnocentric tendency on bahavioral and attitudinal loyalty of “Didi”. At the end of study,it was found that brand satisfaction,brand trust and excitement dimension have positive affect on behavioral and attitudional loyalty level of “Didi”. In addition to this result,it was also found that ethnocentric tendency has not affect on loyalty level of “Didi”. Findings and results of this study semtinized in terms of theorists and practitioner.
其他摘要：Ülkemizde satışı gerçekleştirilen ikisi uluslararası,biri ulusal ölçekte markaların olduğu soğuk çay pazarında yer alan ÇAYKUR işletmesinin ürettiği DİDİ marka soğuk çay içeceği markasının marka kişiliği boyutlarının öncelikle ortaya konulmasının amaçland
