Hafez, Ehab AbdelKoç, HasanEngürel, SelenayBerlin International University of Applied Sciences2025-02-192025-11-282025-11-282024https://repository.berlin-international.de/handle/123456789/982AUTHOR-SUPPLIED ABSTRACT: This thesis investigates the role of brand personality in shaping consumer behavior, with a particular emphasis on the multinational demographic aged 18-35 living in Germany. This study aims to determine how various brand personality traits such as sincerity, competence, excitement, robustness, and sophistication influence the consumer behavior variables that constitute consumer trust, satisfaction, perception, and purchase intention. This qualitative research aims to provide significant insights for companies that are considering strategically positioning their brands in the global marketplace by conducting a thorough survey and statistical analysis. Furthermore, the study's findings aim to contribute to the existing research on brand personality and consumer behavior by providing practical suggestions for companies to improve their branding strategies and promote stronger customer-brand interactionsMACHINE-GENERATED CONTENTS NOTEengbranded productsbrandingbrandsbuying behaviourconsumer behaviourconsumersimage marketingmental picturesproduct placementtrademarksThesis