A research on investigation the relationship between brand personality and brand loyalty - a study on computer brands

In today?s world of images and symbols, the importance of personalities of brands is growing greater. The measurement of brand personality traits of computers in the minds of young consumers, which make one of the greatest target groups of technologic firms, seems to be especially important and is supposed to contribute to future researches on this topic.In the research made, it was tried to find out the degree to which brand personality traits affect brand loyalty. A questionaire was made using Aaker?s model of personality traits and applied to the students of different departments in Anadolu University in Eskishehir.The perceived personality traits of computer brands were applied to the SPSS 15.0 program and analyzed using the Five Point Likert Scale and Chi-Square tests.As a result, it was found that a meaningful connection exists between brand personality and brand loyalty.