A RESEARCH TO INVESTIGATE THE PERCEPTION OF BRAND ANTROPOMORPHISM OF Z GENERATION CONSUMERS

Abstract

Brand anthropomorphism, which is defined as the transfer of human characteristics to brands under the name of human formality, has become an issue that has been given importance by some sectors in recent years. In this explorative and descriptive study, which aims to introduce a brand anthropomorphism scale that can be used on Turkish consumers and to reveal the perception of brand anthropomorphism of the Z generation consumers, the scale of brand anthropomorphism of Guido and Peluso (2015) was adapted to Turkish and used for the first time on Turkish consumers. Face-to-face survey was carried out with easy sampling with Z-generation consumer university students, which were noticed by marketers due to the differences in the period they grew up, and analyzes were conducted with 311 questionnaires. As a result of the analyzes, the Turkish brand anthropomorphism scale adapted. The validity and reliability indicators of scale were found above the acceptable level. It was also revealed that, while there was no statistically significant finding in the Z generation consumers according to gender, the average of the girls was higher than the boys, and finally the generation representatives wanted to established a strong bond between the product and the image they want to maintain. In the conclusion, suggestions for future studies and practitioners are presented