Brand Personality of Women's Lingerie-Types of Consumer Benefit and Their Influence on Brand Personality

This study tries to reveal how types of consumer benefits influence on brand personality of women's lingerie brand. As consumer benefit is one of the key factors of brand knowledge, it is assumed that the type of that has influence on brand personality which is the whole picture of how consumers perceive the consumer-brand relationships. In order to investigate above assumption, survey results are analyzed. This survey is conducted and asked about brand attitude, benefit, brand personality and corporate image of women's lingerie manufacturers.