SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

Tansu Işıkay; Ahmet Başcı

doi:10.14780/muiibd.763919

SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

Abstract

Tüketici – marka özdeşleşmesi çalışmalarının 2000’li yıllar içerisinde pazarlama literatüründe yoğunluk kazandığı görülmektedir. Tüketici – marka özdeşleşmesi, tüketicilerin kimliklerini ifade etmek için markaların sembolik anlamlarını kendilerine nasıl atfettiklerinin anlaşılması açısından büyük öneme sahiptir. Bu sembolik anlamlar benlik – marka arasındaki bağlantıları içerdiğinden tüketici – marka ilişkilerin anlaşılmasında oldukça önemlidir. Temelde sosyal kimlik teorisine dayanan tüketici – marka özdeşleşmesi, markaların tüketicilerin kendilerini sınıflandırılması için olanak sağladığı ve bu marka sınıflandırmalarının, marka kullanıcıları arasında olası farklılıklara yol açtığını varsaymaktadır. Çalışmanın temel amacı sosyal kimlik teorisi açısından tüketici – marka özdeşleşmesini incelemek, tüketici – marka özdeşleşmesi ve literatür araştırması sonucunda belirlenen öncüller arasındaki ilişkiyi analiz etmektir. Araştırma modelinde tüketici – marka özdeşleşmesi belirli unsurlar açısından incelenmiştir. Bu amaç doğrultusunda prestij, marka ayırt ediciliği, markanın sosyal faydası ve hatırlanabilir marka deneyimleri olarak belirlenen öncüllerin marka çekiciliği ve tüketici-marka özdeşleşmesi üzerindeki etkileri ortaya konmuştur. Ayrıca marka çekiciliği değişkeninin tüketici – marka özdeşleşmesi üzerindeki etkileri incelenmiştir.

Keywords

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Tansu Işıkay ^* This is me
0000-0002-3769-7409
Türkiye

Ahmet Başcı This is me
0000-0003-1892-5784
Türkiye

Publication Date

July 7, 2020

Submission Date

March 5, 2020

Acceptance Date

June 1, 2020

Published in Issue

Year 2020 Volume: 42 Number: 1

DOI

https://doi.org/10.14780/muiibd.763919

IZ

https://izlik.org/JA43AR85AS

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RIS / Bibtex

APA

Işıkay, T., & Başcı, A. (2020). SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 42(1), 63-90. https://doi.org/10.14780/muiibd.763919

AMA

1.Işıkay T, Başcı A. SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2020;42(1):63-90. doi:10.14780/muiibd.763919

Chicago

Işıkay, Tansu, and Ahmet Başcı. 2020. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 42 (1): 63-90. https://doi.org/10.14780/muiibd.763919.

EndNote

Işıkay T, Başcı A (July 1, 2020) SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 42 1 63–90.

IEEE

[1]T. Işıkay and A. Başcı, “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol. 42, no. 1, pp. 63–90, July 2020, doi: 10.14780/muiibd.763919.

ISNAD

Işıkay, Tansu - Başcı, Ahmet. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 42/1 (July 1, 2020): 63-90. https://doi.org/10.14780/muiibd.763919.

JAMA

1.Işıkay T, Başcı A. SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2020;42:63–90.

MLA

Işıkay, Tansu, and Ahmet Başcı. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, vol. 42, no. 1, July 2020, pp. 63-90, doi:10.14780/muiibd.763919.

Vancouver

1.Tansu Işıkay, Ahmet Başcı. SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2020 Jul. 1;42(1):63-90. doi:10.14780/muiibd.763919

SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

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