A Research on the Determination of Brand Personality Perception of Universities

Abstract

Along with getting strength of producers and increasing of competition, the necessity of the differentiation of products also has increased. This necessity has created brand utility and thanks to the studies on brands, new concepts are added to literature. In this paper brand personality which is one of these concepts was examined. Additionally branding of universities and the brand personalities of universities which are perceived by university students were searched. Another subject of this study is whether some nationalist attitudes which are known as consumer ethnocentrism impact on brand personality perceptions of the students. Available studies show that ethnocentrism affect on consumer purchasing behavior. The fact that patriotic and nationalist tendencies of the students also in the education field may be determining in their adopting a brand personality towards universities and choosing a school is the point of origin of the study. As a result of this study that the brand personalities perceived by the students of the state and private universities aren’t different each other, there isn’t any noteworthy difference between the students of the state and private universities regarding ethnocentric tendencies impact on university preferences and the ethnocentric tendencies of students have influence on the brand personality perceptions towards the state and private universities are determined.