Research on Effect of Customer Experience on Percieved Brand Personality: GSM Operators Cover Image

Research on Effect of Customer Experience on Percieved Brand Personality: GSM Operators

Author(s): Sema Özhan, Cenk Arsun Yuksel
Subject(s): Marketing / Advertising
Published by: Arif YILDIZ
Keywords: Brand Personality; Customer Experience; Service Marketing; Marketing Communication;

Summary/Abstract: In this study, which built the brand personality of the three GSM operators in Turkey was examined. In terms of consumers who have received service for the last three years and who have never changed their operators during this period, the brand personality of the GSM operator they use actively and the brand personality of other GSM operators were examined to examine whether the experience has an effect on the brand personality perception. Considering the variables such as the ability of all three players in the GSM sector to provide similar services, their availability in the market, and their brand awareness, it is thought that their brand personality will be more clearly established in the eyes of the consumer. As a result of the analysis, it has been revealed that the experience affects the brand personality, there is a deterioration in the differentiated brand personality perception towards the GSM operator used by the consumers who receive services from other GSM operators and the brand personality similarity towards the operators in the consumers. Before the experience, while the brand personality difference of the brands was very evident, after the experience, it has been determined that the experience factor disrupts the perception of brand personality difference in GSM operators.

  • Issue Year: 3/2020
  • Issue No: 4
  • Page Range: 250-269
  • Page Count: 20
  • Language: Turkish