The Relation between Consumer and Brand Personality: Example of yemeksepeti.com

Abstract

The purpose of the paper is to analyze whether there is a relationship between brand personality of an e-commerce company-yemeksepeti.com-and its customers' personalities. The dimensions of brand personality of yemeksepeti.com were identified to do this. The paper includes three sections. In the first part, a literature review and theoretical framework about brand personality and e-commerce was outlined. Then, a survey was held in the city of Gaziantep with 300 respondents via face to face interview method. According to the findings, a positive relationship between the brand personality and the customers' personalites was found. Discussions, limitations and further implications were presented in the final section.