TY  - BOOK
AU  - Adebule,Oluwaseun Samuel
AU  - Yeşilada,Figen
TI  - INCREASING BRAND COMMITMENT IN TRNC GSM INDUSTRY THROUGH BRAND PERSONALITY AND THE MEDIATION ROLE OF BRAND TRUST: A RESEARCH OF ON INTERNATIONAL UNIVERSITY STUDENTS 
PY  - 2023///
KW  - Business Administration
KW  - Dissertations, Academic
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes References (sheets 55-64)
N2  - 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
ER  -