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EGO STATES IN BRAND-CONSUMER TRANSACTIONS

Year 2016, Volume: 38 Issue: 1, 211 - 228, 01.06.2016

Sema Kurtuluş Taşkın Dirsehan

https://doi.org/10.14780/iibd.34458

Abstract

Psychology-related concepts such as personality are used in branding in order to target people who have personalities congruent with the personality created for brands. To reach these people, companies use integrated marketing communication. Thus, being a psychology- and communication-related theory, transactional analysis is proposed in this study to evaluate the transactions between consumers and brands in terms of ego states.This exploratory study provides a tool to identify the ego states of brands and consumers in different sectors. The results propose that consumer-brand transactions may differ according to different sectors and different brands. So, brand managers should recognize the ego states of brands and consumers to build complementary transactions in their strategy of marketing communications.

References

  • AAKER, J. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research , 34 (August), 347- 356.
  • AIKEN, K., CAMPBELL, R., & KOCH, E. (2013), “Exploring the Relationship Between Team (as Brand) Personality and Geographic Personality: Linking Consumer Perceptions of Sports Teams and Cities, International Journal of Sports Marketing & Sponsorship , October, 7-19.
  • ARI, R. (1989), Üniversite Öğrencilerinin Baskın Ben Durumları ile Bazı Özlük Niteliklerinin, Ben Durumlarına, Atılganlık ve Uyum Düzeylerine Etkisi, Ankara: Hacettepe University Unpublished PhD Thesis.
  • BATRA, R., LEHMANN, D., & SINGH, D. (1993), The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. In: D. Aaker, & A. Biel, Brand Equity and Advertising (s. 83-96). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • BELCH, G., & BELCH, M. (2009), Advertising and Promotion: An Integrated Marketing Communications Perspective (8th Edition), NY: McGraw-Hill International Edition.
  • BENNETT, R. (1996), “Relationship Formation and Governance in Consumer Markets: Transactional Analysis Versus the Behaviorist Approach”, Journal of Marketing Management , 12, 417-436.
  • BERNE, E. (1964), Games People Play: The Psychology of Human Relationships, New York: Grove Press, Inc.
  • BERNE, E. (1961), Transactional Analysis in Psychotherapy, New York: Ballantine Books.
  • DAS, G., DATTA, B., & GUIN, K. (2012), “From Brands in General to Retail Brands: A Review and Future Agenda for Brand Personality Measurement”, The Marketing Review , 12 (1), 91-106.
  • De CHERNATONY, L. (2010), From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands (3rd Edition), Elsevier Ltd.
  • DOLICH, I. (1969), “Congruence Relationships Between Self Images and Product Brands”, Journal of Marketing Research , 6 (February), 80-84.
  • GROHMANN, B. (2009), “Gender Dimensions of Brand Personality”, Journal of Marketing Research , 46 (February), 105-119.
  • KAPLAN, M., YURT, O., GUNERI, B., & KURTULUS, K. (2010), “Branding Places: Applying Brand Personality Concept to Cities”, European Journal of Marketing , 44 (9/10), 1286-1304.
  • KRESSMANN, F., SIRGY, M., HERRMANN, A., HUBER, F., HUBER, S., & LEE, D.-L. (2006), “Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty”, Journal of Business Research , 59, 955-964.
  • KURTULUŞ, S. (2008), “Ülkelerin Marka Kişiliği Üzerine Bir Araştırma (A Study on Countriesı Brand Personality)”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi , 22 (2), 285-300.
  • KURTZ, D., & BOONE, L. (2010), Principles of Contemporary Marketing (14th International Edition), China: South-Western.
  • LAMBERT, D. (1980), Transactional Analysis as a Congruity Paradigm for Advertising Recall”, Journal of Advertising , 9 (2), 37-45.
  • MAEHLE, N., & SUPPHELLEN, M. (2011), “In Search of the Sources of Brand Personality”, International Journal of Market Research , 53 (1), 95-114.
  • MULYANEGARA, R., TSARENKO, Y., & ANDERSON, A. (2007), “The Big Five and Brand Personality: Investigating the Impact of Consumer Personality on Preferences Towards Particular Brand Personality”, Brand Management , 16 (4), 234-247.
  • MURPHY, L., MOSCARDO, G. og BENCKENDORFF, P. (2007), “Using Brand Personality to Differentiate Regional Tourism Destinations”, Journal of Travel Research, 46(1), 5-14
  • SHIMP, T. (2007), Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (7th Edition), USA: Thomson South-Western.
  • TRAN, X., DAUCHEZ, C., & SZEMIK, A. (2013), “Hotel Brand Personality and Brand Quality”, Journal of Vacation Marketing , 19 (4), 329-341.
  • VALETTE-FLORENCE, P., GUIZANI, H., & MERUNKA, D. (2011), “The cImpact of Brand Personality and Sales Promotions on Brand Equity”, Journal of Business Research , 64, 24-28.
  • WILLIAMS, K., & WILLIAMS, J. (1980), “The Assessment of Transactional Analysis Ego States Via the Adjective Checklist”, Journal of Personality Assessment , 44 (2), 120-129.

EGO STATES IN BRAND-CONSUMER TRANSACTIONS

Year 2016, Volume: 38 Issue: 1, 211 - 228, 01.06.2016

Sema Kurtuluş Taşkın Dirsehan

https://doi.org/10.14780/iibd.34458

Abstract

Psychology-related concepts such as personality are used in branding in order to target people who have personalities congruent with the personality created for brands. To reach these people, companies use integrated marketing communication. Thus, being a psychology- and communication-related theory, transactional analysis is proposed in this study to evaluate the transactions between consumers and brands in terms of ego states.This exploratory study provides a tool to identify the ego states of brands and consumers in different sectors. The results propose that consumer-brand transactions may differ according to different sectors and different brands. So, brand managers should recognize the ego states of brands and consumers to build complementary transactions in their strategy of marketing communications.

Keywords

Marka Benlik Durumları Transaksiyonel Analiz Pazarlama İletişimi

References

  • AAKER, J. (1997), “Dimensions of Brand Personality”, Journal of Marketing Research , 34 (August), 347- 356.
  • AIKEN, K., CAMPBELL, R., & KOCH, E. (2013), “Exploring the Relationship Between Team (as Brand) Personality and Geographic Personality: Linking Consumer Perceptions of Sports Teams and Cities, International Journal of Sports Marketing & Sponsorship , October, 7-19.
  • ARI, R. (1989), Üniversite Öğrencilerinin Baskın Ben Durumları ile Bazı Özlük Niteliklerinin, Ben Durumlarına, Atılganlık ve Uyum Düzeylerine Etkisi, Ankara: Hacettepe University Unpublished PhD Thesis.
  • BATRA, R., LEHMANN, D., & SINGH, D. (1993), The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. In: D. Aaker, & A. Biel, Brand Equity and Advertising (s. 83-96). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • BELCH, G., & BELCH, M. (2009), Advertising and Promotion: An Integrated Marketing Communications Perspective (8th Edition), NY: McGraw-Hill International Edition.
  • BENNETT, R. (1996), “Relationship Formation and Governance in Consumer Markets: Transactional Analysis Versus the Behaviorist Approach”, Journal of Marketing Management , 12, 417-436.
  • BERNE, E. (1964), Games People Play: The Psychology of Human Relationships, New York: Grove Press, Inc.
  • BERNE, E. (1961), Transactional Analysis in Psychotherapy, New York: Ballantine Books.
  • DAS, G., DATTA, B., & GUIN, K. (2012), “From Brands in General to Retail Brands: A Review and Future Agenda for Brand Personality Measurement”, The Marketing Review , 12 (1), 91-106.
  • De CHERNATONY, L. (2010), From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands (3rd Edition), Elsevier Ltd.
  • DOLICH, I. (1969), “Congruence Relationships Between Self Images and Product Brands”, Journal of Marketing Research , 6 (February), 80-84.
  • GROHMANN, B. (2009), “Gender Dimensions of Brand Personality”, Journal of Marketing Research , 46 (February), 105-119.
  • KAPLAN, M., YURT, O., GUNERI, B., & KURTULUS, K. (2010), “Branding Places: Applying Brand Personality Concept to Cities”, European Journal of Marketing , 44 (9/10), 1286-1304.
  • KRESSMANN, F., SIRGY, M., HERRMANN, A., HUBER, F., HUBER, S., & LEE, D.-L. (2006), “Direct and Indirect Effects of Self-Image Congruence on Brand Loyalty”, Journal of Business Research , 59, 955-964.
  • KURTULUŞ, S. (2008), “Ülkelerin Marka Kişiliği Üzerine Bir Araştırma (A Study on Countriesı Brand Personality)”, Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi , 22 (2), 285-300.
  • KURTZ, D., & BOONE, L. (2010), Principles of Contemporary Marketing (14th International Edition), China: South-Western.
  • LAMBERT, D. (1980), Transactional Analysis as a Congruity Paradigm for Advertising Recall”, Journal of Advertising , 9 (2), 37-45.
  • MAEHLE, N., & SUPPHELLEN, M. (2011), “In Search of the Sources of Brand Personality”, International Journal of Market Research , 53 (1), 95-114.
  • MULYANEGARA, R., TSARENKO, Y., & ANDERSON, A. (2007), “The Big Five and Brand Personality: Investigating the Impact of Consumer Personality on Preferences Towards Particular Brand Personality”, Brand Management , 16 (4), 234-247.
  • MURPHY, L., MOSCARDO, G. og BENCKENDORFF, P. (2007), “Using Brand Personality to Differentiate Regional Tourism Destinations”, Journal of Travel Research, 46(1), 5-14
  • SHIMP, T. (2007), Advertising, Promotion, and Other Aspects of Integrated Marketing Communications (7th Edition), USA: Thomson South-Western.
  • TRAN, X., DAUCHEZ, C., & SZEMIK, A. (2013), “Hotel Brand Personality and Brand Quality”, Journal of Vacation Marketing , 19 (4), 329-341.
  • VALETTE-FLORENCE, P., GUIZANI, H., & MERUNKA, D. (2011), “The cImpact of Brand Personality and Sales Promotions on Brand Equity”, Journal of Business Research , 64, 24-28.
  • WILLIAMS, K., & WILLIAMS, J. (1980), “The Assessment of Transactional Analysis Ego States Via the Adjective Checklist”, Journal of Personality Assessment , 44 (2), 120-129.
There are 24 citations in total.

Details

Subjects Economics
Other ID JA85ST26YN
Journal Section Makaleler
Authors

Sema Kurtuluş This is me

Taşkın Dirsehan This is me

Publication Date June 1, 2016
Submission Date June 1, 2016
Published in Issue Year 2016 Volume: 38 Issue: 1

Cite

APA Kurtuluş, S., & Dirsehan, T. (2016). EGO STATES IN BRAND-CONSUMER TRANSACTIONS. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 38(1), 211-228. https://doi.org/10.14780/iibd.34458
AMA Kurtuluş S, Dirsehan T. EGO STATES IN BRAND-CONSUMER TRANSACTIONS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. June 2016;38(1):211-228. doi:10.14780/iibd.34458
Chicago Kurtuluş, Sema, and Taşkın Dirsehan. “EGO STATES IN BRAND-CONSUMER TRANSACTIONS”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 38, no. 1 (June 2016): 211-28. https://doi.org/10.14780/iibd.34458.
EndNote Kurtuluş S, Dirsehan T (June 1, 2016) EGO STATES IN BRAND-CONSUMER TRANSACTIONS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 38 1 211–228.
IEEE S. Kurtuluş and T. Dirsehan, “EGO STATES IN BRAND-CONSUMER TRANSACTIONS”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, vol. 38, no. 1, pp. 211–228, 2016, doi: 10.14780/iibd.34458.
ISNAD Kurtuluş, Sema - Dirsehan, Taşkın. “EGO STATES IN BRAND-CONSUMER TRANSACTIONS”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 38/1 (June 2016), 211-228. https://doi.org/10.14780/iibd.34458.
JAMA Kurtuluş S, Dirsehan T. EGO STATES IN BRAND-CONSUMER TRANSACTIONS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2016;38:211–228.
MLA Kurtuluş, Sema and Taşkın Dirsehan. “EGO STATES IN BRAND-CONSUMER TRANSACTIONS”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, vol. 38, no. 1, 2016, pp. 211-28, doi:10.14780/iibd.34458.
Vancouver Kurtuluş S, Dirsehan T. EGO STATES IN BRAND-CONSUMER TRANSACTIONS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2016;38(1):211-28.

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