Havayolu Sektöründe Marka Kişiliği ve Marka Denkliği Arasındaki İlişkiye Yönelik Bir Uygulama

Abstract

The purpose of this study is to determine if there is any dimensional change regarding the brand personality and brand equity dimensions in the Turkish Aviation Sector and it is aimed to determine the effect of brand personality on brand equity dimensions and general brand equity. Since their business models are differ from each other, both full-service and low-cost carrier brands were selected for the analysis in order to evaluate if there is any difference with respect to their brand personality and brand equity. Factor analysis and multiple regression analysis employed for research and evaluation for the data collected from 387 participants from Ankara Esenboğa and İstanbul Sabiha Gökçen Airports. According to the findings of the study, while brand personality characteristics are grouped under five factors as excitement, competence, fun, traditionalism and thrifty; brand equity items are grouped under eight factors as brand awareness, brand associations, perceived brand success, responsiveness, facilities, flight patterns, reliability and customization. It is seemed that brand personality and brand equity characteristics differ for different airlines with different business models. As the result of the study, it is found that airline brand personality has positive effect on both brand equity dimensions and general brand equity.