Unveiling the Impact: Brand Personality and Brand Equity’s Role in Shaping Purchase Intention via PLSc-SEM in the Tea Market

Çakıroğlu K. I., Kartal B., Öztürk A., Sert M. F.

Sage Open, cilt.16, sa.4, ss.1-22, 2026 (SSCI)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 16 Sayı: 4
  • Basım Tarihi: 2026
  • Doi Numarası: 10.1177/21582440261497438
  • Dergi Adı: Sage Open
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI)
  • Sayfa Sayıları: ss.1-22
  • Recep Tayyip Erdoğan Üniversitesi Adresli: Evet

Özet

This study examines the effects of brand personality and brand equity dimensions on consumer purchase intention for ÇAYKUR, the leading black tea brand in Türkiye with approximately 50–55% domestic market share. Using a stratified probability sample of 1,268 consumers aged 18 and above and consistent partial least squares structural equation modelling (PLSc-SEM), the study tests a mediation model in which brand equity dimensions mediate the relationship between brand personality and purchase intention. Exploratory factor analysis yielded five brand personality dimensions and three brand equity sub-dimensions. The structural model explained 84.1% of the variance in purchase intention (R2 = 0.841). Brand personality exerted large and significant direct effects on perceived quality (β = 0.693, p < 0.001), brand awareness (β = 0.580, p < 0.001), and brand associations (β = 0.752, p < 0.001), but had no significant direct effect on purchase intention (β = -0.040, p = 0.390). Brand awareness Brand awareness (β = 0.654, f² = 0.478) and perceived quality (β = 0.565, f² = 0.225) positively predicted purchase intention, while brand associations yielded a negative coefficient (β = -0.293) interpreted as a multicollinearity-induced suppressor effect. A full mediating effect was confirmed for perceived quality and brand awareness in the relationship between brand personality and purchase intention. Brand loyalty was not found as a separate brand equity factor which suggests habitual rather than loyalty consumption. The theoretical and managerial consequences for brand management in commodity beverage marketplaces are examined.