ESCP Europe

Langue

Turkish

Publication year

01/01/2017

First of all, in this study, it was aimed to determined the personality dimensions of Didi that was produced by Çaykur Firm and placed in ice tea market where two international (Lipton Ice Tea -Fuse Tea by Coca Cola) and one national brand (Didi by Çaykur). Second, it was analysed of effects of brand personality dimensions, brand satisfaction, brand trust and ethnocentric tendency on bahavioral and attitudinal loyalty of "Didi". At the end of study, it was found that brand satisfaction, brand trust and excitement dimension have positive affect on behavioral and attitudional loyalty level of "Didi". In addition to this result, it was also found that ethnocentric tendency has not affect on loyalty level of "Didi". Findings and results of this study semtinized in terms of theorists and practitioner. [ABSTRACT FROM AUTHOR]