The effect of brand personality on perceived quality, consumer satisfaction and brand loyalty: A research on milk and diary products in Burdur province

In today's market conditions, where modern marketing approach prevails, technological advances, awareness of consumers, increasing competition due to the increase in the number of enterprises entering the market day by day and gradually decreasing product diversity complicate marketing activities. Therefore, businesses should tend towards elements that can attract consumers'attention, reflect their potential values, provide their satisfaction and eventually make them loyal to their brands. At this point, the steps to be taken on behalf of the brand and the concepts related to the brand, which are fundamental for marketing, are of critical value. This is because the successful steps to be taken in the name of the brand and the concepts related to the brand provide enterprises with competitive advantage in challenging market conditions and offer convenience in being preferred. Sustaining the competitive advantage gained is based on giving importance to consumer-centered marketing activities. In this study, the effect of brand personality on perceived quality, consumer satisfaction and brand loyalty was tried to be examined and Bur-Süt brand, which produces and markets milk and dairy products was preferred as the sample brand. In this study, a questionnaire was applied to 500 participants living in Burdur city center by convenience sampling method. Frequency analysis, reliability analysis, descriptive analysis, factor analysis and regression analysis were performed in the study. The data were found to be reliable. As a result of the analysis, it was found that brand personality has a positive effect on perceived quality, consumer satisfaction and brand loyalty. Perceived quality was explained with the ruggedness, excitement, sincerety, competence and sophistication dimensions of brand personality, consumer satisfaction was explained with the excitement, sincerety, competence and sophistication dimensions of brand personality and brand loyalty was explained with the ruggedness, excitement, sincerety, competence and sophistication dimensions of brand personality. Keywords: Brand Personality, Perceived Quality, Consumer Satisfaction, Brand Loyalty