IDEAS home Printed from https://ideas.repec.org/a/hur/ijarbs/v4y2014i4p270-284.html
   My bibliography  Save this article

Young Consumer’s Perception of Brand Personality for Ice Tea Brands in Turkey

Author

Listed:
  • Seda Yildirim

Abstract

Business which determine the perception of its brand by consumers, will get the advantage in the competition. Todays difference and competitive advantage is determined by brands. With brand personality studies, businesses can find out their market position, brand perception and market share. In this context, it is aimed to determine university students’ perception of brand personality for ice tea brands in Turkey. As being alternative and healthy drink, ice tea market is growing greatly. Global and national brands competes with each other and try to get large proportion of the market. The survey method was used to collect data from university students and then these data was analysed in SPSS 16. Accordingly, results of frequency, mean, chi- square and correlation analyses were concluded. This study determined the brand personality perception of young consumers and Lipton ice tea, Fuse tea and Didi which are the top ice tea brands in Turkey, were evaluated for brand personality. Also this study provides some useful information about drinking ice tea and buying behaviour of ice tea.

Suggested Citation

  • Seda Yildirim, 2014. "Young Consumer’s Perception of Brand Personality for Ice Tea Brands in Turkey," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(4), pages 270-284, April.
    • Handle: RePEc:hur:ijarbs:v:4:y:2014:i:4:p:270-284
    as

    Download full text from publisher

    File URL: http://hrmars.com/hrmars_papers/Young_Consumer_Perception_of_Brand_Personality_for_Ice_Tea_Brands_in_Turkey.pdf
    Download Restriction: no
    File URL: http://hrmars.com/hrmars_papers/Young_Consumer_Perception_of_Brand_Personality_for_Ice_Tea_Brands_in_Turkey.pdf
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).

    More about this item

    Keywords

    Brand; brand personality; ice tea market; consumer behaviour; young consumer;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hur:ijarbs:v:4:y:2014:i:4:p:270-284. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Hassan Danial Aslam (email available below). General contact details of provider: http://hrmars.com/index.php/pages/detail/IJARBSS .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.