000			03135nam a22002777a 4500
003			KOHA
005			20240219145313.0
008			240219d2023 cy d|||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3194 _bA34 2023
100	1		_aAdebule, Oluwaseun Samuel
245	1	4	_aINCREASING BRAND COMMITMENT IN TRNC GSM INDUSTRY THROUGH BRAND PERSONALITY AND THE MEDIATION ROLE OF BRAND TRUST: _bA RESEARCH OF ON INTERNATIONAL UNIVERSITY STUDENTS / _cOLUWASEUN SAMUEL ADEBULE; SUPERVISOR: ASSOC. PROF. FİGEN YEŞİLADA
264			_c2023
300			_aix, 68 sheets: _btables; _c30 cm. _e1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes References (sheets 55-64)
520			_aABSTRACT 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
650		0	_aBusiness Administration _vDissertations, Academic
700	1		_aYeşilada, Figen _esupervisor
942			_2ddc _cTS
999			_c292196 _d292196