An application on the brands Adidas and Colgate in Mersin district to identify the impacts of the brand personality and individual personality on purcahsing intentions and paying high prices trend

This thesis aims to investigate the relationships among the variables, such as individuals' personality, brand personality, purchase intention and the tendency of paying premium prices and the effects of these factors. Individual personality is analyzed in five dimensions, and the brand personality is analyzed in four dimensions. Sneakers was chosen for the shopping goods category while toothpaste was chosen for the convenience goods category to conduct further analyses, such as factor analysis, correlation analysis, and regression analysis. The data was collected from a convenience sample in Mersin between the dates June 11 and August 4, 2013. . The analysis results revealed that the brand personality has a significant impact on the purchase intentions of consumers and their tendency to pay premium prices. The results also showed that there are some differences between convenience and shopping goods with respect to the variables analyzed. Key Words: Brand, Brand's Personality, Individual's Personality, Consumer Behavior