EXAMINING THE RELATIONSHIP BETWEEN BRAND PERSONALITY DIMENSIONS AND ETHICAL BEHAVIOR PERCEPTIONS
MARKA KİŞİLİK BOYUTLARI İLE ETİK DAVRANIŞ ALGILAR ARASINDAKİ İLİŞKİNİN İNCELENMESİ

Author : Dılvin ER - Polat CAN
Number of pages : 476-499

Abstract

It has become complicated and difficult for product alternatives to increase in the globalizing market and for the consumer to choose one of these alternatives. The formation of a healthy society and economy is in line with the ethical and social responsibility awareness. Therefore, consumers have a duty as well as businesses. Thus, in this study, the perceptions of consumers about consumer ethics were measured and it was tried to determine how they knew the brand they used. Thus, it was tried to be determined whether the consumers accepted the behaviors based on consumer ethics. In this study, the relationships between brand personality dimensions and ethical perceptions are tried to be examined. In this context, information was collected with the questionnaire form and individuals were evaluated in terms of the perception of consumer ethics based on their demographic characteristics and factors that guided the formation of consumer ethics were tried to be determined.

Keywords

Consumer Behavior, Brand Personality, Ethic

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