An application to Turkish and German samples in the context of cultural value, perceived value and brand personality

With the eminence of globalization, entering to new markets is becoming easier day by day. On the other hand new markets mean new customers, new segmentations, new brands, new needs, and new perceptions with backgrounds surrounded by variety of customer perceptions, customer cultural values, country cultural values, customer treats, customerperceptions and brand personalities. For the firms, this also means to face more competitive environment. In this competitive atmosphere, firms need to be at variance from their competitors in order to gain the competitive advantage.A costumer?s culture, perception of brand personality and perceived value are important and significant in both identification of products produced in a country and consumption behaviours of community members (Odabaşı, 1996). Therefore, examining customer's culture, perceptions and values and their impacts upon consumer behaviours are indispensable tasks for marketers. When two customers are exposed to the same stimulus under the same conditions, the way consumers select, organize and comment on this stimulus depends on very personal needs, values and aspirations.Consumers? personality traits, perceptions and cultural values have long been attracting the attention of marketers in order to develop brand personalities and values (Schiffman and Kanuk, 1999). What the consumers will buy; when and how they consume is also influenced by personality factors. Therefore, advertising and marketing professionals often attend to thepersonality characteristics, cultural values and consumer personality traits and use them in developing brand personalities and also in advertising messages and marketing activities. This study was aimed to review brand personality, perceived value and cultural values which are important concepts of marketing literature in the context of perception, belonging and human traits. In the research part, German and Turkish university students were selected as samples for comparison. This study identified significant differences between Turkish and German samples in the context of the three concepts that are aimed to be explored using international scales.Keywords: Brand Personality, Cultural Value, Perceived Value