The mediating role of brand personality perception in the effect of consumer personality traits on brand loyalty

The aim of this study is to determine whether brand personality perception has a mediating role in the effect of consumers' personality traits on brand loyalty. In addition, it has been revealed whether consumer personality traits, brand loyalty and brand personality perception differ depending on the mobile phone brand used. The study was carried out on 727 people using Samsung and Apple smartphones and studying at İnönü University. Data were collected both face-to-face and online. The obtained data were analyzed with SPSS 22.0 and SPSS Process v2.16.3 plugin. According to the results of the analysis, regarding the effect of independent consumer personality traits dimensions over the dependent variable brand loyalty, while full or partial mediation could be determined in some brand personality perception dimensions, no mediation could be determined in some others. In addition, it has been determined that consumer personality, brand loyalty and brand personality differ according to the mobile phone brand used.