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MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ

Year 2012, Issue: 2 - İstanbul Sosyal Bilimler Dergisi, 1 - 24, 03.02.2016

Abstract

Günümüzde marka topluluğu oluşturma, marka topluluklarına üye olma, yapılan etkinliklere katılma ve marka ruhunu paylaşma yükselen bir trend haline gelmektedir. Bu nedenle bu çalışmada, marka topluluklarının önemi, müşteriler ve firmaya olan etkileri kavramsal olarak değerlendirilmektedir. Ardından da dünyada en çok üyeye sahip olan marka topluluklarından biri olan Harley Davidson marka topluluğu örneği incelenmektedir. Çalışmanın sonucunda marka topluluklarına katılımın müşteri sadakatini arttırabileceği, ürün, marka ve diğer müşteriler ile daha pozitif ilişkiler kurulabileceği, ağızdan ağza iletişim faaliyetlerinin artabileceği ve markaya genel olarak daha yüksek bir değer sağlayabileceğinin mümkün olduğu görülmektedir.

References

  • AR, A.,A., 2004. Marka ve Marka Stratejileri. Ankara: Detay Yayıncılık.
  • BAGOZZI, R. P. VE DHOLAKIA U. M., 2006. Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities, Intern. J. of Research in Marketing, 23, 45–61.
  • BELK, R. W., 1995. Studies in the New Consumer Behaviour, in D. Miller (Ed.), Acknowledging Consumption: A Review of New Studies, London: Routledge: 58-95.
  • BELK, R. VE TUMBAT, G., 2005. The Cult of Macintosh, Consumption, Markets and Culture, 8 (3), 205-217.
  • BOORSTIN, D., 1974. The Americans: The Democratic Experience, New York: Random House.
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  • FOURNIER, S., 1998. Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (March), 343-373.
  • FOURNIER, S., 2005. Contracting for Relationships, Advances in Consumer Research, 32: 342-346.
  • HANLON, P. VE HAWKINS, J., 2008. Expand Your Brand Community Online, Advertising Age, 00018899, 1/7/2008, Vol. 79, Issue 1.
  • HEITMANN, M., CATJA P. VE ASCHMONEIT, P., 2004. Using Means-end Chains to Build Mobile Brand Communities, Proceedings of the 37th Hawaii International Conference on System Sciences, Authorized licensed use limited to: ULAKBIM UASL - Suleyman Demirel Universitesi. Downloaded on January 22, 2010 at 18:37 from IEEE Xplore. Restrictions apply.
  • HOLT, D., 1995. How Consumers Consume: A Typology of Consumption, Journal of Consumer Research, 22 (June), 1–16.
  • HOLT, D., 2002. Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research, 29 (June), 70-90.
  • JANG, H. Y., KO, I. S. VE KOH, J., 2007. The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty, Proceedings of the 40th Hawaii International Conference on System Sciences, (HICSS), 154s.
  • JUNG, H., KIM, Y VE KOOK, Y., 2009. A Study on the Effects of Online Brand Community Identity on the Characteristics of Community Activity and Behavioral Responses, A. Hakansson et al. (Eds.): Kes-Amsta 2009, Lnai 5559, pp. 523–533,
  • KATES, S. M., 2004. The Dynamics of Brand Legitimacy: An Interpretive Study in the Gay Men’s Community, Journal of Consumer Research, 31, 455-64.
  • KOZINETS, R. V., 2001. Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption, Journal of Consumer Research, 28 (June): 67-88.
  • KOZINETS, R. V., 2002. Can Consumers Escape the Market?: Emancipatory Illuminations from Burning Man, Journal of Consumer Research, 29 (June), 20-38.
  • Lindstorm, Martin., 2005. Duyular ve Marka, Çeviren: Ümit Şensoy. Optimist Yayınları. İstanbul.
  • MCALEXANDER, J. H., SCHOUTEN, J. W., VE KOENIG, H. F., 2002. Building Brand Community, Journal of Marketing, 66(1), January, 38–54.
  • MCALEXANDER, J., STEPHEN K., VE SCOTT R., 2003. Loyalty: The influences of satisfaction and brand community integration, Journal of Marketing Theory and Practice, 11 (4), 1-11.
  • MUNIZ, A.M., VE O’GUINN, T.C., 2001. Brand Community, Journal of Consumer Rescarch, Vol.27, 412-432.
  • MUNIZ, A.M.,VE SCHAU, H.J., 2005. Religiosity in the Abandoned Apple Newton Brand Community, Journal of Consumer Research, 31 (4), 737–47.
  • RIO, A.B., VAZQUEZ, R. VE IGLESIAS, V., 2001. The Effects of Brand Associations on Consumer Response, Journal of Consumer Marketing, 18 (5), 410-425.
  • QUINN, M VE RAJD., 2005. Building brand community among ethnic diaspora in the USA: Strategic implications for marketers, Brand Management, Vol. 13, No. 2, 101–114.
  • QUINN, M. VE RAJD., 2005. Building Brand Community Among Ethnic Diaspora In The USA: Strategic Implications for Marketers, Journal of Brand Management, 13 (2): 101-114.
  • SCHOUTEN, J. W., MCALEXANDER, J.H. VE KOENİG, H.F., 2007. Transcendent Customer Experience and Brand Community, J. of the Acad. Mark. Sci. 35, 357–368.
  • SCHAU H. J. VE MUÑIZ, A. M., 2002. Brand Communities and Personal Identities: Negotiations in Cyberspace, in S. Broniarczyk & K. Nakamoto (Eds.), Advances in Consumer Research, Provo, UT: Association for Consumer Research, 29, 344-349.
  • SCHAU H. J., MUNIZ, A. M. VE ARNOLD, E., 2009. How Brand Community Practices Create Value, Journal Of Marketing, Vol73, 30-51.
  • HILL, S. VE RIFKIN, G, Radikal Marketing; akt; Alaz, Özgür, Radikal Marketing, “http://www.sorucevap.com/ismeslek/ders.asp?207835” 29.12.2012 http://www.motocamia.com/index.php?topic=3343.0

BRAND COMMUNITIES: LITERATURE REVIEW AND THE CASE OF HARLEY DAVİDSON

Year 2012, Issue: 2 - İstanbul Sosyal Bilimler Dergisi, 1 - 24, 03.02.2016

Abstract

Nowadays it is becoming an uprising trend to build a brand community, to be a member of such brand communities and to share the spirit of the brand. For this reason, the importance of the brand communities and their effects on the companies are evaluated conceptually in this study. Followingly, a brand community which has the most number of members all over the world in this manner; Harley Davidson will be examined. As the conclusion of the study, it is seen that the attendance to the brand communities can increase the customer loyalty; more positive relationships can be built with the product, brand and the other customers; the word-of-mouth activities can be increased and basically a higher value can be provided to the brand.

References

  • AR, A.,A., 2004. Marka ve Marka Stratejileri. Ankara: Detay Yayıncılık.
  • BAGOZZI, R. P. VE DHOLAKIA U. M., 2006. Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities, Intern. J. of Research in Marketing, 23, 45–61.
  • BELK, R. W., 1995. Studies in the New Consumer Behaviour, in D. Miller (Ed.), Acknowledging Consumption: A Review of New Studies, London: Routledge: 58-95.
  • BELK, R. VE TUMBAT, G., 2005. The Cult of Macintosh, Consumption, Markets and Culture, 8 (3), 205-217.
  • BOORSTIN, D., 1974. The Americans: The Democratic Experience, New York: Random House.
  • ERİŞ, N. & DEMİREL, R., 2006. Pazarlama Ders Notları, Ankara Üniversitesi.
  • FOURNIER, S., 1998. Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (March), 343-373.
  • FOURNIER, S., 2005. Contracting for Relationships, Advances in Consumer Research, 32: 342-346.
  • HANLON, P. VE HAWKINS, J., 2008. Expand Your Brand Community Online, Advertising Age, 00018899, 1/7/2008, Vol. 79, Issue 1.
  • HEITMANN, M., CATJA P. VE ASCHMONEIT, P., 2004. Using Means-end Chains to Build Mobile Brand Communities, Proceedings of the 37th Hawaii International Conference on System Sciences, Authorized licensed use limited to: ULAKBIM UASL - Suleyman Demirel Universitesi. Downloaded on January 22, 2010 at 18:37 from IEEE Xplore. Restrictions apply.
  • HOLT, D., 1995. How Consumers Consume: A Typology of Consumption, Journal of Consumer Research, 22 (June), 1–16.
  • HOLT, D., 2002. Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research, 29 (June), 70-90.
  • JANG, H. Y., KO, I. S. VE KOH, J., 2007. The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty, Proceedings of the 40th Hawaii International Conference on System Sciences, (HICSS), 154s.
  • JUNG, H., KIM, Y VE KOOK, Y., 2009. A Study on the Effects of Online Brand Community Identity on the Characteristics of Community Activity and Behavioral Responses, A. Hakansson et al. (Eds.): Kes-Amsta 2009, Lnai 5559, pp. 523–533,
  • KATES, S. M., 2004. The Dynamics of Brand Legitimacy: An Interpretive Study in the Gay Men’s Community, Journal of Consumer Research, 31, 455-64.
  • KOZINETS, R. V., 2001. Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption, Journal of Consumer Research, 28 (June): 67-88.
  • KOZINETS, R. V., 2002. Can Consumers Escape the Market?: Emancipatory Illuminations from Burning Man, Journal of Consumer Research, 29 (June), 20-38.
  • Lindstorm, Martin., 2005. Duyular ve Marka, Çeviren: Ümit Şensoy. Optimist Yayınları. İstanbul.
  • MCALEXANDER, J. H., SCHOUTEN, J. W., VE KOENIG, H. F., 2002. Building Brand Community, Journal of Marketing, 66(1), January, 38–54.
  • MCALEXANDER, J., STEPHEN K., VE SCOTT R., 2003. Loyalty: The influences of satisfaction and brand community integration, Journal of Marketing Theory and Practice, 11 (4), 1-11.
  • MUNIZ, A.M., VE O’GUINN, T.C., 2001. Brand Community, Journal of Consumer Rescarch, Vol.27, 412-432.
  • MUNIZ, A.M.,VE SCHAU, H.J., 2005. Religiosity in the Abandoned Apple Newton Brand Community, Journal of Consumer Research, 31 (4), 737–47.
  • RIO, A.B., VAZQUEZ, R. VE IGLESIAS, V., 2001. The Effects of Brand Associations on Consumer Response, Journal of Consumer Marketing, 18 (5), 410-425.
  • QUINN, M VE RAJD., 2005. Building brand community among ethnic diaspora in the USA: Strategic implications for marketers, Brand Management, Vol. 13, No. 2, 101–114.
  • QUINN, M. VE RAJD., 2005. Building Brand Community Among Ethnic Diaspora In The USA: Strategic Implications for Marketers, Journal of Brand Management, 13 (2): 101-114.
  • SCHOUTEN, J. W., MCALEXANDER, J.H. VE KOENİG, H.F., 2007. Transcendent Customer Experience and Brand Community, J. of the Acad. Mark. Sci. 35, 357–368.
  • SCHAU H. J. VE MUÑIZ, A. M., 2002. Brand Communities and Personal Identities: Negotiations in Cyberspace, in S. Broniarczyk & K. Nakamoto (Eds.), Advances in Consumer Research, Provo, UT: Association for Consumer Research, 29, 344-349.
  • SCHAU H. J., MUNIZ, A. M. VE ARNOLD, E., 2009. How Brand Community Practices Create Value, Journal Of Marketing, Vol73, 30-51.
  • HILL, S. VE RIFKIN, G, Radikal Marketing; akt; Alaz, Özgür, Radikal Marketing, “http://www.sorucevap.com/ismeslek/ders.asp?207835” 29.12.2012 http://www.motocamia.com/index.php?topic=3343.0
There are 29 citations in total.

Details

Other ID JA24BF92NJ
Journal Section Articles
Authors

Ebru Bilgen This is me

Publication Date February 3, 2016
Published in Issue Year 2012 Issue: 2 - İstanbul Sosyal Bilimler Dergisi

Cite

APA Bilgen, E. (2016). MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ. İstanbul Sosyal Bilimler Dergisi(2), 1-24.
AMA Bilgen E. MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ. İstanbul Sosyal Bilimler Dergisi. May 2016;(2):1-24.
Chicago Bilgen, Ebru. “MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ”. İstanbul Sosyal Bilimler Dergisi, no. 2 (May 2016): 1-24.
EndNote Bilgen E (May 1, 2016) MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ. İstanbul Sosyal Bilimler Dergisi 2 1–24.
IEEE E. Bilgen, “MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ”, İstanbul Sosyal Bilimler Dergisi, no. 2, pp. 1–24, May 2016.
ISNAD Bilgen, Ebru. “MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ”. İstanbul Sosyal Bilimler Dergisi 2 (May 2016), 1-24.
JAMA Bilgen E. MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ. İstanbul Sosyal Bilimler Dergisi. 2016;:1–24.
MLA Bilgen, Ebru. “MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ”. İstanbul Sosyal Bilimler Dergisi, no. 2, 2016, pp. 1-24.
Vancouver Bilgen E. MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ. İstanbul Sosyal Bilimler Dergisi. 2016(2):1-24.