The effect of brand personality, trust in brand and ethnocentrism on brand loyalty, an application on ice tea brands and the case of Didi

ABSTRACT THE EFFECT OF BRAND PERSONALITY, TRUST IN BRAND AND ETHNOCENTRISM ON BRAND LOYALTY, AN APPLICATION ON ICE TEA BRANDS AND THE CASE OF DİDİ KOCABAY, Fatih Master Thesis, Department of Business Administration Thesis Advisor: Asst. Prof. Hakan KİRACI July, 2014, 128 pages Consumers buying behaviors are changing day by day. One of the important reason of that there are many alternative products are being gotten into to market. Consumers make a choice between this alternatives basing on some factors. Some of them choice alternative products because they prioritize quality of product and some of them choice products due to price difference. All this changes were caused brand loyalty, trust in brand and brand satisfaction more improtant and significant. There are many local and foreign factories in Turkey. Ethnocentrism level of consumers are an important factor affecting attitude and behaviours toward thite brand. Concordantly, the count of factors which effect brand loyalty are gradually on the increase . All business seek to release preferable goods and services for their customers by considering these factors. This article is a report on specify factors that affecting the brand loyalty . Also each factors associated with other factors and analysed. Finally, a new product Didi that producing by Çaykur was determined brand personality and researched that how effect other factors on brand personality. Key Words: Brand Loyalty, Brand Satisfaction, Brand Personality, Ethnocentrism