Dimensions of brand personality and a study of ikea

In nowadays competition conditions products are popular with owned meanings of brands beyond physical properties. While determining buoyage, requirements and desires of the target consumer group is considered. Because of the composed brands and their meanings are preferred by consumers. In the meantime attribution of a brand, which is adopted by consumers, makes connection between the brand and consumers. Because of this connection consumer can easily relate with and prefer the brand. There are various ways to measure brand personality. In recent years one of the most popular way is ?Dimensions of Brand Personality Scale? published in 1997 by Jennifer Aaker. J. Aaker separated the brand personality into five dimensions and by his developed scale he provided to measure them. In theoretical part of this study brand and its character are investigated. In application part of this study an inquiry, which includes the scale developed by Aaker, is applied to Ikea customers. Between behaviors dimensions of brand personality and improvement of though brand of Ikea are tried to measure. Furthermore to determine whether there is a meaningful difference between expressing basic identification, connecting brand, providing benefit with positive additive and behavior improvement. Achieved results and realized inventions are observed in result parts. Key Words: Brand, Brand Personality, Dimensions of Brand Personality