Research of the relationship between brand loyalty and personality traits of consumers: A researh on Y generation

There are many factors to take a path in perception of purchasing that vary from individual to individual. Among these factors are the personality structures that develop due to the conditions of the period when the individual lived. The personalities of individuals that develop due to the conditions of the time they lived is the one of these factors. These changes make an emotional bond that ocur brand loyalty by making purchasing sustained. The aim of this research is to determine the relationship between personality traits and brand loyalty of Y generation consumers. Concordantly, the five-factor personality model and behavioral, attitudinal, and mixed brand loyalty that includes both behavioral and attitudinal are examined. This research was conducted in the form of survey method with the Y generations who were born in between 1980-2000 in Muğla province. Only 395 questionnaires of distrubuted 600 ones were able to included in this research. The obtained datas were transferred to the computer environment and analyzed by SPSS 20 software. As a result of this research, a positive relationship between the responsibility that is one of the personality traits of consumers and the all brands loyalty was found. While others were associated with two dimensions, no relationship was found with one dimension. Nevrotizm was the one-personality feature with a negative relationship, and a relationship with attitudinal and mixed brand loyalty was identified. Significant differences were obtained with only a portion of the demographic factors.