INCREASING BRAND COMMITMENT IN TRNC GSM INDUSTRY THROUGH BRAND PERSONALITY AND THE MEDIATION ROLE OF BRAND TRUST: A RESEARCH OF ON INTERNATIONAL UNIVERSITY STUDENTS / OLUWASEUN SAMUEL ADEBULE; SUPERVISOR: ASSOC. PROF. FİGEN YEŞİLADA

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: ix, 68 sheets: tables; 30 cm. 1 CD ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT This study explored the association between brand personality (BP), brand trust (BT) and brand commitment (BC) in relation to two mobile service providers, Turkcell and Telsim. The study employed an approach using a survey to collect data from international students residing in TRNC. The sample consisted of 228 students selected through convenience sampling. The survey included validated scales from studies to measure brand personality brand trust and brand commitment. Through correlation and regression analyses the collected data were examined to uncover the relationships between these variables. The findings reveal a positive correlation between BP and BC among both Turkcell and Telsim users. This highlights the importance of maintaining a BP in fostering BC. Additionally, the study demonstrates an association between BP and BT suggesting that a defined and relatable BP encourages higher levels of BT. Similarly, respondents displayed high levels of BT towards both mobile service providers, which contributes to their BC. Furthermore, the study confirms that BT plays a mediating role by mediating the relationship, between BP and BC. These findings indicate that carefully shaping a BP can enhance the trust consumers have in the brand leading to commitment. For marketing managers and stakeholders in the mobile service industry, these findings have implications. It is crucial to align the BP with what consumers expect as this plays a role in building BT and BC. The study highlights the importance of using BP as a marketing tool helping to differentiate and communicate strategically to foster commitment and trust in the brand. However, while this study provides insights, future research could explore how cultural differences impact these relationships and incorporate approaches to gain deeper insights into consumer perspectives. Keywords: Brand commitment, Brand personality, Brand trust, GSM, TRNC
Materyal türü: Thesis
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Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 3194 A34 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3587
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel Tez Koleksiyonu YL 3194 A34 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3587
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes References (sheets 55-64)

ABSTRACT
This study explored the association between brand personality (BP), brand trust (BT)
and brand commitment (BC) in relation to two mobile service providers, Turkcell and
Telsim. The study employed an approach using a survey to collect data from
international students residing in TRNC. The sample consisted of 228 students
selected through convenience sampling. The survey included validated scales from
studies to measure brand personality brand trust and brand commitment. Through
correlation and regression analyses the collected data were examined to uncover the
relationships between these variables. The findings reveal a positive correlation
between BP and BC among both Turkcell and Telsim users. This highlights the
importance of maintaining a BP in fostering BC. Additionally, the study demonstrates
an association between BP and BT suggesting that a defined and relatable BP
encourages higher levels of BT. Similarly, respondents displayed high levels of BT
towards both mobile service providers, which contributes to their BC. Furthermore,
the study confirms that BT plays a mediating role by mediating the relationship,
between BP and BC. These findings indicate that carefully shaping a BP can enhance
the trust consumers have in the brand leading to commitment. For marketing managers
and stakeholders in the mobile service industry, these findings have implications. It is
crucial to align the BP with what consumers expect as this plays a role in building BT
and BC. The study highlights the importance of using BP as a marketing tool helping
to differentiate and communicate strategically to foster commitment and trust in the
brand. However, while this study provides insights, future research could explore how
cultural differences impact these relationships and incorporate approaches to gain
deeper insights into consumer perspectives.
Keywords: Brand commitment, Brand personality, Brand trust, GSM, TRNC

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