KİŞİLİK ÖZELLİKLERİ, HEDONİK VE RASYONEL FAYDA, MARKA DUYGUSU VE MARKA BAĞLILIĞI ARASINDAKİ İLİŞKİLERİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

In this study it is aimed to determine relationships among consumers’ personality traits, their hedonic and utilitarian benefit expected from product, brand affect and brand loyalty. thus two product group were selected and tested with the path analysis by composing two model for them. according to results consumers’ ,who have mobile phone, conscientiousness and agreeableness traits outshine and they expected utilitarian benefit from the product. consumers’, who have sports shoes, extraversion and openess to experience traits outshine and they expected hedonic benefit from the product. in addition these expectations affect consumers’ brand affect and brand loyalty.