Relationship among brand personality, corporate brand image, consumer personality traits and symbolic consumption: A Case of Kahve Dünyası

It has been seen that consumer traits have been changing at the present time where knowledge sharing on the increase via technological improvements and internet. Symbolic consumption trait is considered one of these changes. Knowing of the progress of realization and reasons of consumer traits has importance for companies to achieve their aims, operate reasonably by increasing their number of controllable factors and manage their brand consciously. On the other hand, brand personality, corporate brand image and consumer personality traits are closely related notions which have to be planned and maanged by companies. These notions are reconsidered when profiles and traits of consumers have changed. Researching of relationship among symbolic consumption, brand personality, corporate brand image and consumer personality is required due to all the reasons mentioned above. The main purpose of the study is to examine relationship among brand personality, corporate brand image, consumer personality and symbolic consumption. Those relationships have been analyzed taking the case of Kahve Dünyası comprising of five hundred of datas obtained from its customers. Keywords: Brand Personality, Corporate Brand Image, Consumer Personality, Symbolic Consumption.