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

Ahmet Tan, Emre Colakoglu, Emre Oztosun
2016 International Journal of Academic Research in Business and Social Sciences  
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
more » ... ia 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. The rapid development of information and communication technology paved way the emergence digital markets and e-commerce within these markets. Many companies in our country as in the world, offering products and services in the traditional market environment have started offering online sales opportunities through their internet addresses to take advantage of this new marketing environment. One of the most important result of this new situation is the emergence of e-commerce intermediaries as new types of business organization which has no physical location for commerce or service delivery, positioning between buyers and sellers in value chain and based entirely on the use of internet technology (Tomaş, 2014). Yemeksepeti.com is the first to implement e-commerce intermediary model in food sector in Turkey. Although many online food ordering sites were established after the commencement of operations of the yemeksepeti.com
doi:10.6007/ijarbss/v6-i12/2462 fatcat:ksd6xichevaq7dz2ycnkipqixa