مرکز منطقه ای اطلاع رساني علوم و فناوري - AN EMPIRICAL STUDY ON THE COMPARISON OF BRAND PERSONALITIES OF THE EXISTING GSM OPERATORS IN TURKEY

Abstract :

The main object of this study is to determine the most successful GSM operator among Turkcell, Avea and Vodafone in Turkey with the comparing of them from the view of brand personality dimensions not only for every dimension particularly but also accumulatedly with using Jennifer Lynn Aaker’s brand personality measurement model developed in 1997. In accordance with this purpose, at first, 39 questions of Aaker’ s brand personality measurement questionnaire have been analyzed and validated through exploratory factor analysis (EFA),and a corrected model consists of 5 dimensions (sincerity, excitement, competence, sophistication, ruggedness) and 34 questions. After this, Kolmogorov-Smirnov test has been implemented to test the data normality for every dimension and altogether. According to the results of this test all dimensions’ s data have been distributed normally with %95 Confidence Interval. For the next step, variance homogeneity tests between 3 groups in every dimension have been applied and according to the results all dimensions in 3 groups are homogeneous except “sincerity” dimension. As a result, all dimensions except “sincerity” have been analyzed through one way Anova test and “sincerity” dimension’s data have been analyzed through Welch and Brown-Forsythe tests. According to the outcomes, all of the brands have equal level for “sincerity” dimension, but are different in other dimensions and in accumulated brand personality simultaneously. For recognition of differences between groups in every dimension, Scheffe test has been performed. The results show that Turkcell is the most successful brand among these brands in terms of the “excitement, competence, sophistication” dimensions. Although Turkcell is more successful than Avea in terms of “ruggedness” dimension, it has equal success with Vodafone in this dimension. At last, in terms of the accumulated brand personality Turkcell is the most successful brand among these brands.