The perception of brand persons in national markets; effects of brand personality on brand image, recommendation and the loyalty and an application in the Turkish marine container transportation sector

As in the market of consumption products in today's world, businesses have to follow effective marketing methods and strategies in order to achieve their goals, maintain their existence and differentiate their brands in the industrial markets. Since the differences between the products have become indistinct, globalization and technological discoveries are stunning, companies have difficulties in reaching new customers and maintaining their current customers, and accordingly competition has become relentless. That's why, it is seen that companies are working intensively on branding. Brand personality is one of the possibilities for marketers in order to be successful in the markets and differentiate from their competitors. It is of great importance to identify brand personality traits in order to develop the brand positioning strategies. The aim of this study is to examine the brand personality scale in the industrial markets and to analyze the relations between the independent brand personality and the dependent variable brand image, brand loyalty and recommendations to the others. The convenience sampling method, which is one of the non-random sampling methods has been chosen due to time and cost constraints, convenience sampling, and a survey has been realized with 167 participants and determined that 135 have been valid. As a result of the research, it has been understood that brand personality traits in the Turkish container transportation have positive impacts on the 'brand image', 'brand loyalty', 'recommendation to others'. This study is considered to be beneficial in addressing brand personality that affects brand image, brand loyalty and advice to others for sea container transportation companies and their managers, as well as researchers who want to study on the subject.