期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2011
卷号：6
期号：6
页码：193
DOI：10.5539/ijbm.v6n6p193
出版社：Canadian Center of Science and Education
摘要：Although there are many factors affecting the attitude and intention of the consumer, it could be said that personality is the most important among them. Differentiating the products, which are getting more similar today, becomes more difficult for the firms. In differentiating the products emotional factors come to the forefront. If the characteristics of the product are subjective and difficult to evaluate, consumers start to trust brand personality. The importance of brand personality is increasing nowadays. The reason is that brand personality increases the trust and loyalty of the consumers for the brand by affecting costumers’ preferences and uses. Pragmatic and personality factors have determinative effects on the formation of consumers’ attitude toward product and brand. In this study, it is examined whether the perceptions of costumers about brand personality of cell phones affect their behavioral intention, or not. The answers of the 390 respondents, to whom questionnaires are applied with judgment sample method, are identified by brand personality scale adapted for Turkey by Aksoy and Özsomer because of cultural differences. A four dimensional structure is constructed in the study as Aksoy and Özsomer indicated in their work. The study shows that the dimensions of competency and excitement have higher impact on behavioral intention than the dimensions of traditionalist and androgen. The characterization of a technological product such as cell phone as competent proves that the global firms operate in this sector are in the right direction.
