TY  - JOUR
TT  - Sosyalleşen Müşteriler Ekseninde Marka Toplulukları : Volkswagen Beetle Sahipleri Türkiye Örneği
AU  - Alagöz, Selda Başaran
AU  - Ekici, Nezahat
AU  - İşlek, Mahmut Sami
PY  - 2011
DA  - August
JF  - Ege Academic Review
JO  - eab
PB  - Ege University
WT  - DergiPark
SN  - 1303-099X
SP  - 465
EP  - 477
VL  - 11
IS  - 3
KW  - Marka toplulukları
KW  - sosyal müşteriler Volkswagen Beetle
N2  - Alongside traditional media in which brands communicate with their customers, the platforms which provide interaction between customers and the brand come into prominence. In these platforms, mutual interaction ismore considerable customers have chance to be closer to other customers by having conversation via these platforms. One of the most significant consequences of this case is brand communities. Brand communities are a kind of social group and these are the brand communication channels that ever socializing customers consider them as a tool of self expression. Beside this, it also provides a multiple relationship network between the brand and customers.This study intends to examine Volkswagen Beetle Turkey Organization that is one of the brand communities based on conducting relations between the brand and its enthusiasts as an essential point. Literature review and results of the survey applied to the community members have taken place in the study. For this purpose, first brand community concept has been addressed and then Volkswagen Beetle brand has been evaluated for what it brings to marketing communication by a questionnaire which contains statements about participation, identification with virtual community, satisfaction with virtual community, degree of influence, word of mouth, brand image, community loyalty and interaction preference
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UR  - https://dergipark.org.tr/en/pub/eab/issue//473525
L1  - https://dergipark.org.tr/en/download/article-file/558818
ER  -