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Brand Personality in Independent Pharmacies
(Marmara Univ, Fac Pharmacy, 2015) Kose, Ismail Irfan; Gunes, Gulsen; Ozcelikay, Gulbin
In this thesis, functions of brand personalities are evaluated separately in order to determine the brand personalities of the pharmacies located in the city center of Ankara. The material of this work consists of 329 survey forms which are applied to pharmacy beneficiaries residing in Ankara. According to the results of this research; beneficiaries describes their pharmacies as sincere, hardworking, honest, reliable, self-confident, successful and kind which are the subcategories of brand personality. Besides, it is also observed that beneficiaries do not consider their pharmacies as unique or one and only (indispensable). There are remarkable points obtained as a result of this work. In terms of talent and appearance; pharmacies in shopping centers are meaningfully different from neighborhood pharmacies, pharmacies over an avenue and pharmacies close to the source of prescription. In addition to this; pharmacies' brand personalities are described diversely by beneficiaries according to their demographic characteristics such as age, gender, income level, education and profession. In conclusion; pharmacies do have brand personalities, although they are small businesses.