Relation between brand personality and brand identity, the effect of brand identity on brand loyalty and purchase intention: Research on a private university students

In this thesis by focusing on the services provided to undergraduate students of a private university. The relationship between brand identity and brand personality is analized along with the effects of brand identity on brand loyalty and purchase intention. The purpose of the research is to reveal the effect of the brand personality on generating a brand identity; the effect of brand identity on brand loyalty and purchase intention. This research provides data that can be useful to identify factors effecting brand identity, brand loyalty and purchase intention to create compatitive advantage in the market; developing strategies for educational instution which are also part of the service industry. The undergraduate students who are receiving their education in a private university located in İstanbul are the main focus of this research. Following the literature review, face to face surveys were conducted with this said group. True frequency analysis demographical characteristics are clarified; and the explanatory factor analysis and reliability analysis are used to test the validity and the reliability of variables. The relations between the variables of the research model are measured via regression and correlation analysis. Lastly, t-testes are used to test the research hypotheses. The results show that in the private university where the research was conducted, brand personality has a possitive effect on brand identity creation; and brand identity has a possitive effect on both brand loyalty and purchase intention.