A Research on Brand Preferences and Brand Personality Development of Consumers' Demographic Characteristics: A Case Study of the Real Estate Industry

Since the concept of brand personality began to be the subject of research in the marketing literature, the personality traits attributed to the brand in many categories have been the subject of various comparisons. It is a result obtained from the research that a consumer will prefer the one that has identified with his/her personality while choosing the product or service he/she wants to purchase. This fact increases the importance of the concept of "brand personality" in the marketing process. In this study, it was investigated which of the brand personality traits of five corporate real estate consultancy companies are prioritized by consumers. A survey was conducted within the scope of the research and according to the findings obtained as a result of the survey, there was no significant relationship with the corporate companies preferred by the participants, depending on gender and age factors; on the other hand, it has been understood that there is a significant relationship with the occupation, educational status, and income levels. In addition, according to the subjects, it was also revealed which of the brand personality dimensions of the relevant companies matched.