INCREASING BRAND COMMITMENT IN TRNC GSM INDUSTRY THROUGH BRAND PERSONALITY AND THE MEDIATION ROLE OF BRAND TRUST: (Kayıt no. 292196)
[ düz görünüm ]
| 000 -BAŞLIK | |
|---|---|
| Sabit Uzunluktaki Kontrol Alanı | 03135nam a22002777a 4500 |
| 003 - KONTROL NUMARASI KİMLİĞİ | |
| Kontrol Alanı | KOHA |
| 005 - EN SON İŞLEM TARİHİ ve ZAMANI | |
| Kontrol Alanı | 20240219145313.0 |
| 008 - SABİT UZUNLUKTAKİ VERİ ÖGELERİ - GENEL BİLGİ | |
| Sabit Alan | 240219d2023 cy d|||| m||| 00| 0 eng d |
| 040 ## - KATALOGLAMA KAYNAĞI | |
| Özgün Kataloglama Kurumu | CY-NiCIU |
| Kataloglama Dili | eng |
| Çeviri Kurumu | CY-NiCIU |
| Açıklama Kuralları | rda |
| 041 ## - DİL KODU | |
| Metin ya da ses kaydının dil kodu | eng |
| 090 ## - Yerel Tasnif No | |
| tasnif no | YL 3194 |
| Cutter no | A34 2023 |
| 100 1# - KİŞİ ADI | |
| Yazar Adı (Kişi adı) | Adebule, Oluwaseun Samuel |
| 245 14 - ESER ADI BİLDİRİMİ | |
| Başlık | INCREASING BRAND COMMITMENT IN TRNC GSM INDUSTRY THROUGH BRAND PERSONALITY AND THE MEDIATION ROLE OF BRAND TRUST: |
| Alt Eseradı vb. | A RESEARCH OF ON INTERNATIONAL UNIVERSITY STUDENTS / |
| Sorumluluk Bildirimi | OLUWASEUN SAMUEL ADEBULE; SUPERVISOR: ASSOC. PROF. FİGEN YEŞİLADA |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Date of production, publication, distribution, manufacture, or copyright notice | 2023 |
| 300 ## - FİZİKSEL TANIMLAMA | |
| Sayfa, Cilt vb. | ix, 68 sheets: |
| Diğer fiziki detaylar | tables; |
| Boyutları | 30 cm. |
| Birlikteki Materyal | 1 CD ROM |
| 336 ## - CONTENT TYPE | |
| Source | rdacontent |
| Content type term | text |
| Content type code | txt |
| 337 ## - MEDIA TYPE | |
| Source | rdamedia |
| Media type term | unmediated |
| Media type code | n |
| 338 ## - CARRIER TYPE | |
| Source | rdacarrier |
| Carrier type term | volume |
| Carrier type code | nc |
| 502 ## - TEZ NOTU | |
| Tez Notu | Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department |
| 504 ## - BİBLİYOGRAFİ NOTU | |
| Bibliyografi Notu | Includes References (sheets 55-64) |
| 520 ## - ÖZET NOTU | |
| Özet notu | ABSTRACT<br/>This study explored the association between brand personality (BP), brand trust (BT) <br/>and brand commitment (BC) in relation to two mobile service providers, Turkcell and <br/>Telsim. The study employed an approach using a survey to collect data from <br/>international students residing in TRNC. The sample consisted of 228 students <br/>selected through convenience sampling. The survey included validated scales from <br/>studies to measure brand personality brand trust and brand commitment. Through <br/>correlation and regression analyses the collected data were examined to uncover the <br/>relationships between these variables. The findings reveal a positive correlation <br/>between BP and BC among both Turkcell and Telsim users. This highlights the <br/>importance of maintaining a BP in fostering BC. Additionally, the study demonstrates <br/>an association between BP and BT suggesting that a defined and relatable BP <br/>encourages higher levels of BT. Similarly, respondents displayed high levels of BT <br/>towards both mobile service providers, which contributes to their BC. Furthermore, <br/>the study confirms that BT plays a mediating role by mediating the relationship, <br/>between BP and BC. These findings indicate that carefully shaping a BP can enhance <br/>the trust consumers have in the brand leading to commitment. For marketing managers <br/>and stakeholders in the mobile service industry, these findings have implications. It is <br/>crucial to align the BP with what consumers expect as this plays a role in building BT <br/>and BC. The study highlights the importance of using BP as a marketing tool helping <br/>to differentiate and communicate strategically to foster commitment and trust in the <br/>brand. However, while this study provides insights, future research could explore how <br/>cultural differences impact these relationships and incorporate approaches to gain <br/>deeper insights into consumer perspectives.<br/>Keywords: Brand commitment, Brand personality, Brand trust, GSM, TRNC |
| 650 #0 - KONU BAŞLIĞI EK GİRİŞ - KONU TERİMİ | |
| Konusal terim veya coğrafi ad | Business Administration |
| Alt başlık biçimi | Dissertations, Academic |
| 700 1# - EK GİRİŞ - KİŞİ ADI | |
| Yazar Adı (Kişi adı) | Yeşilada, Figen |
| İlişkili Terim | supervisor |
| 942 ## - EK GİRİŞ ÖGELERİ (KOHA) | |
| Sınıflama Kaynağı | Dewey Onlu Sınıflama Sistemi |
| Materyal Türü | Thesis |
| Geri Çekilme Durumu | Kayıp Durumu | Sınıflandırma Kaynağı | Kredi için değil | Koleksiyon Kodu | Kalıcı Konum | Mevcut Konum | Raf Yeri | Kayıt Tarih | Source of acquisition | Yer Numarası | Demirbaş Numarası | Son Görülme Tarihi | Fatura Tarihi | Materyal Türü | Genel / Bağış Notu |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Onlu Sınıflama Sistemi | Tez Koleksiyonu | CIU LIBRARY | CIU LIBRARY | Tez Koleksiyonu | 19.02.2024 | Bağış | YL 3194 A34 2023 | T3587 | 19.02.2024 | 19.02.2024 | Thesis | Business Administration Department | |||
| Dewey Onlu Sınıflama Sistemi | Tez Koleksiyonu | CIU LIBRARY | CIU LIBRARY | Görsel İşitsel | 19.02.2024 | Bağış | YL 3194 A34 2023 | CDT3587 | 19.02.2024 | 19.02.2024 | Suppl. CD | Business Administration Department |