@article{2015,title={THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND BRAND LOYALTY: AN EXAMPLE OF SMART PHONE'S USERS},abstractNode={Brand personality that are expressed as human characteristics that consumers are installing to the brand by based on a number of qualities of consumers contributes to formation of brand loyalty as well as gaining competitive advantage to business. Brand personality that perceived correct also leads to increased loyalty towards this brand because of brand personality will positively affect the value of the consumers about the brand. This study aims to put forward perceptions of brand personality regarding smart phone of consumers located in Kahramanmaras and effect of this perception to brand loyalty. In this context, the effect of brand loyalty of these dimensions and dimensions of brand personality for phones they use based on demographic characteristics of consumers that use Iphone and Samsung brand mobile phones which take maximum market share in the national market, is examined. In the theoretical part of the study, questionnaires were based on the measures of personality and loyal},author={Hatice Seçil FETTAHLIOĞLU},year={2015},journal={The Journal of Academic Social Science}}