(Comparison of Brand Personality Perceptions of Generations X and Y: The case of BİM )

Abstract

Purpose: The aim of this study is to compare the brand personality perceptions of the X (born between 1965 and 1979) and Y (born between 1980 and 1999) generations. As the case study, BİM that was turnover leader in Turkey's retail sector in 2018 has been selected. Design/methodology/approach – Face to face questionnaire technique, which is one of the quantitative research methods, is preferred as the data collection method of the research. The research included 408 participants who visited BİM stores at least once. Findings – As a result of the analyzes, it was found that there are differences in brand personality perceptions of generations X and Y. "Competence" , which is one of the dimensions of brand personality, can be higlighted as the basic reason of this difference. Discussion – The brand personality, which is an intangible part of brand identity, consists of people's perceptions. Therefore, it can be seen that these perceptions can change from person to person and from society to society. One of the most important factors that make a difference in people's perceptions is undoubtedly their age. As a result of the research, it has been concluded that generations X and Y , which are classified according to their birth years, different backgrounds and upbringing styles, have different brand personality perceptions.