International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

 

CONSUMERS’ “BRAND PERSONALITY” PERCEPTION OF GLOBAL BRANDS IN INFORMATIONAL TECHNOLOGY: AN AMPIRICAL RESEARCH ON HITIT UNIVERSITY STUDENTS
Sabiha KILIÇ, Hülya ÇAGIRAN KENDIRLI

Abstract
The study aims to determine the factors that influence consumers’ attitude towards the global brands in information technology products. For this purpose survey questionnaire applied to 400 students of which 377 valid were analyzed. Factor analysis was used to determine the factors affecting consumers’ attitude towards the global brands and at the result of analysis realized that such factors as – demographic factors(?=0.70), the use of global brand related to information technology products(?=0.67) and brand personality perception level related to global brands (?=0.66), are effective on the attitudes. Hypothesis developed appropriate to the model of the study was tested by Chi-square analysis and the hypothesis were accepted.

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