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SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

Year 2020, Volume: 42 Issue: 1, 63 - 90, 07.07.2020
https://doi.org/10.14780/muiibd.763919

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.

References

  • AAKER, D. (2003). The Power of the Branded Differentiator. MIT Sloan Management Review, 45(1), 83 – 87.
  • AGRES, S. J., & Dubitsky, T. M. (1996). Changing needs for Brands. Journal of Advertising Research, 36(1), 21-30.
  • ASHFORTH , B., & Mael, F. (1989). Social Identity Theory and the Organization . Academy of Management Review, 20-39.
  • BAEK, T. H., Kim, J., & Yu, H. J. (2010). The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology & Marketing, 27(7), 662 – 678.
  • BAGOZZI, R. (1995). Reflections on Relationship Marketing in Consumer Markets. Journal of the academy of marketing science, 23(4), 273-277.
  • BAGOZZI, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45-61.
  • BAGOZZI, R. P., Bergami, M., Marzocchi, G. L., & Morandin, G. (2012). Customer–Organization Relationships:Development and Test of a Theory of Extended Identities. Journal of Applied Psychology, 97(1), 63-76.
  • BALL, D., & Tasaki, L. H. (1992). The Role and Measurement of Attachment in Consumer Behavior. Journal of Consumer Psychology, 1(2), 155-172.
  • BELK , R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
  • BERGAMI, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39, 555-577.
  • BHATTACHARYA , C., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 62(2), 76-88.
  • BHATTACHARYA , C., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76-88.
  • BHATTACHARYA, C., Rao, H., & Glynn, M. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing, 59, 46-57.
  • BREWER, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology, 17(5), 475-482.
  • CARLSON, B. D., Donavan, D. T., & Kevin , J. C. (2009). Consumer-brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management, 37(4), 370 – 384.
  • De CHERNATONY, L., Mcdonald, M., & Wallace, E. (2011). Creating Powerful Brands (4 b.). Oxford: Butterworth-Heinemann.
  • DICK, R. v. (2001). Identification in organizational contexts: Linking theory and research from social and organizational psychology. International Journal of Management Reviews, 3(4), 265-283.
  • ELBEDWEIHY, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69, 2901-2910.
  • ELBEDWEIHY, A., & Jayawardhena, C. (2012). Consumer-Brand Identification: Conceptualization, Antecedents and Consequences. Academy of Marketing Annual Conference, 1-7.
  • ELLEMERS, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self Categorization, Commitment to the Group, and Group Self-Esteem as Related but Distinct Aspects of Social Identity. European Journal of Social Psychology, 29, 371-389.
  • ESCALAS, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1/2), 168-180.
  • ESCALAS, J. E., & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339-348.
  • ESCALAS, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.
  • GONZALEZ-Benito, O., Martınez-Ruiz, M. P., & Molla-Descals, A. (2008). Latent segmentation using storelevel scanner data. Journal of Product & Brand Management, 1(17), 37 – 47.
  • HALL, D., Schneider , B., & Nygren, H. (1970). Personal Factors in Organizational Identification. Administrative Science Quarterly, 15(2), 176-190.
  • HAYES, J. B., Alford, B. L., Silver, L., & York, R. P. (2006). Looks matter in developing consumer-brand relationships. 15(5), 306-315.
  • HE, H., Harris, L. C., Wang, W., & Haiderd, K. (2016). Brand identity and online self-customisation usefulness perception. Journal of Marketing Manegement , 32(13-14), 1308-1332.
  • HE, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65, 648-657.
  • HE, Y., Chen, Q., Lee, R. P., Wang, Y., & Pohlmann, A. (2017). Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment. Journal of Interactive Marketing, 38, 1-11.
  • HOGG, M. A., Terry , D. J., & White, K. M. (1995). A Tale of Two Theories: A Critical Comparison of Identity Theory with Social Identity Theory. Social Psychology Quarterly, 58(4), 255-269.
  • JOSIASSEN, A. (2011). Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands. Journal of Marketing, 75, 124-140.
  • KIM, C. K., Han, D., & Park, S.-B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
  • KREINER, G. E., & Ashforth, B. E. (2004). Evidence toward an expanded model of organizational identification. Journal of Organizational Behavior, 25, 1-27.
  • KUENZEL, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management,, 293-304.
  • KUENZEL, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identifi cation. Journal of Targeting, Measurement and Analysis for Marketing, 18, 167-176.
  • LAKANIE, P. A., & Mojarrad, N. (2015). The Antecedents and Concequences of Brand Prestıge in Smartphone Industry in Iran. Kuwait Chapter of Arabian Journal of Business and Management Review, 5(4), 16-41.
  • LAM, S. K. (2012). Identity-motivated marketing relationships: research synthesis, controversies, and research agenda. Academy of Marketing Science, 2, 72-87.
  • LAM, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41, 234-252.
  • LAM, S., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74, 128-146.
  • LUHTANEN, R., & Crocker, J. (1992). A Collective Self-Esteem Scale: Self-Evaluation of One’s Social Identity. Personality and Social Psychology Bulletin, 18(3), 302-318.
  • MAEL, F. (1988). Organizational identification: Construct redefinition and a field application with organizational alumni. Wayne State University,Michigan: Detroit.
  • MAEL, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13, 103-123.
  • MARIN, L., & de Maya, S. R. (2013). The role of affiliation, attractiveness and personal connection in consumercompany identification. European Journal of Marketing, 47(3/4), 655 – 673.
  • McCRACKEN, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
  • McQUISTON, D. H. (2004). Successful branding of a commodity product: The case of RAEX LASER steel. Industrial Marketing Management, 33, 345 – 354.
  • MICHEAL, Hogg, M., Turner, J. C., & Schulze, C. N. (1986). Social Categorization, Intergroup Behavior: Two Experiments. Revista de Psicologia Social, 24.
  • MOJARRAD, N., & Lakanie, P. A. (2015). Determining and Prioritizing the Key Indicators to Choose a Hotel From the Iranıan Perspective. Kuwait Chapter of Arabian Journal of Business and Management Review, 5(3), 49-75.
  • MUNIZ, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412 – 432.
  • O’CASS, A., & Frost, H. (2002). Status brands: Examining the effects of non-productrelated. Journal of Product & Brand Management, 11(2), 67-88.
  • PARK, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
  • ROMANIUK, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance of perceived brand differentiation. Australasian Marketing Journal, 15(2), 42-54.
  • SARUHAN, Ş. C., & Özdemirci, A. (2011). Bilim, Felsefe veMetodoloji (2 b.). İstanbul: Beta.
  • SIRGY, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9(3), 287-300.
  • SO, K. K., King, C., Hudson, S., & Meng, F. (2017). The missing link in building customer brand identification: The role of brand attractiveness. Tourism Management, 59, 640-651.
  • SOPHONSIRI, S., & Polyorat, K. (2009). The impact of brand personality dimensions on brand association and brand attractiveness: the case study of KFC in Thailand. Journal of Global Business and Technology, 5(2), 51-62.
  • STOKBURGER-SAUER, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29, 406-418.
  • STRYKER, S., & Serpe, R. (1982). Commitment, Identity Salience, and Role Behavior: Theory and Research Example. W. Ickes, & E. Knowles içinde, Personality, Roles, and Social Behavior (s. 199-218). New York: Springer.
  • Tajfel, H. (1969). Cognitive Aspects of Prejudice. Journal of Biosocial Science Suppl, 173-91.
  • TAJFEL, H. (1982). Social Psychology of Intergroup Relations. Annual Review of Psychology, 33, 1-39.
  • TAJFEL, H., & Turner, J. (1979). An integrative theory of intergroup conflict. W. Austin, & S. Worchel içinde, The social psychology of intergroup relations (s. 33-47). Monterey,CA: Brooks/Cole.
  • TAJFEL, H., & Turner, J. C. (1985). The Social Identity Theory of Intergroup Behavior. W. G. Austin, & S. Worchel içinde, Psychology of Intergroup Relations (s. 6-24). Chicago: Nelson-Hall.
  • THOMPSON, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the Doppelg€anger brand image. Journal of Marketing, 70(1), 50 – 64 .
  • TIAN, K. T., Bearden, W. O., & Hunter, G. L. (2014). Consumers’ Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1), 50-66.
  • TURNER, J. C. (1975). Social comparison and social identity:some prospects for intergroup behaviour. European Journal of Social Psychology, 5(1), 5-34.
  • TURNER, J. C., & Onorata, R. S. (1999). Social identity, personality and the self-concept: A self – categorization perspective. T. R. Tyler, R. M. Kramer, & O. P. John içinde, The psychology of the social self (s. 11-46). Lawrence Erlbaum.
  • TURNER, J. C., Tajfel, H., & Brown, R. (1979). Social comparison and group interest in ingroup favouritism. European Journal of Social Psychology, 9, 187-204.
  • VIGNERON, F., & Johnson, L. W. (1999). A review and a conceptual framework of. Academy of Marketing Science Review, 1(1), 1-15.
  • WEIGOLD, M. F., Flusser, S., & Ferguson, M. A. (1992). Direct Response Advertising: The Contributions of Price, Information, Artwork, and Individual Differences to Purchase Consideration. Journal of Direct Marketing, 6(2), 32-39.
  • WOLTER, J. S., Brach, S., Cronin Jr, J. J., & Bonnd, M. (2016). Symbolic drivers of consumer–brand identification and disidentification. Journal of Business Research, 69, 785-793.
Year 2020, Volume: 42 Issue: 1, 63 - 90, 07.07.2020
https://doi.org/10.14780/muiibd.763919

Abstract

References

  • AAKER, D. (2003). The Power of the Branded Differentiator. MIT Sloan Management Review, 45(1), 83 – 87.
  • AGRES, S. J., & Dubitsky, T. M. (1996). Changing needs for Brands. Journal of Advertising Research, 36(1), 21-30.
  • ASHFORTH , B., & Mael, F. (1989). Social Identity Theory and the Organization . Academy of Management Review, 20-39.
  • BAEK, T. H., Kim, J., & Yu, H. J. (2010). The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice. Psychology & Marketing, 27(7), 662 – 678.
  • BAGOZZI, R. (1995). Reflections on Relationship Marketing in Consumer Markets. Journal of the academy of marketing science, 23(4), 273-277.
  • BAGOZZI, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23, 45-61.
  • BAGOZZI, R. P., Bergami, M., Marzocchi, G. L., & Morandin, G. (2012). Customer–Organization Relationships:Development and Test of a Theory of Extended Identities. Journal of Applied Psychology, 97(1), 63-76.
  • BALL, D., & Tasaki, L. H. (1992). The Role and Measurement of Attachment in Consumer Behavior. Journal of Consumer Psychology, 1(2), 155-172.
  • BELK , R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168.
  • BERGAMI, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39, 555-577.
  • BHATTACHARYA , C., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 62(2), 76-88.
  • BHATTACHARYA , C., & Sen, S. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76-88.
  • BHATTACHARYA, C., Rao, H., & Glynn, M. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing, 59, 46-57.
  • BREWER, M. B. (1991). The social self: On being the same and different at the same time. Personality and Social Psychology, 17(5), 475-482.
  • CARLSON, B. D., Donavan, D. T., & Kevin , J. C. (2009). Consumer-brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management, 37(4), 370 – 384.
  • De CHERNATONY, L., Mcdonald, M., & Wallace, E. (2011). Creating Powerful Brands (4 b.). Oxford: Butterworth-Heinemann.
  • DICK, R. v. (2001). Identification in organizational contexts: Linking theory and research from social and organizational psychology. International Journal of Management Reviews, 3(4), 265-283.
  • ELBEDWEIHY, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of Business Research, 69, 2901-2910.
  • ELBEDWEIHY, A., & Jayawardhena, C. (2012). Consumer-Brand Identification: Conceptualization, Antecedents and Consequences. Academy of Marketing Annual Conference, 1-7.
  • ELLEMERS, N., Kortekaas, P., & Ouwerkerk, J. W. (1999). Self Categorization, Commitment to the Group, and Group Self-Esteem as Related but Distinct Aspects of Social Identity. European Journal of Social Psychology, 29, 371-389.
  • ESCALAS, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1/2), 168-180.
  • ESCALAS, J. E., & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339-348.
  • ESCALAS, J. E., & Bettman, J. R. (2005). Self-Construal, Reference Groups, and Brand Meaning. Journal of Consumer Research, 32(3), 378-389.
  • GONZALEZ-Benito, O., Martınez-Ruiz, M. P., & Molla-Descals, A. (2008). Latent segmentation using storelevel scanner data. Journal of Product & Brand Management, 1(17), 37 – 47.
  • HALL, D., Schneider , B., & Nygren, H. (1970). Personal Factors in Organizational Identification. Administrative Science Quarterly, 15(2), 176-190.
  • HAYES, J. B., Alford, B. L., Silver, L., & York, R. P. (2006). Looks matter in developing consumer-brand relationships. 15(5), 306-315.
  • HE, H., Harris, L. C., Wang, W., & Haiderd, K. (2016). Brand identity and online self-customisation usefulness perception. Journal of Marketing Manegement , 32(13-14), 1308-1332.
  • HE, H., Li, Y., & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65, 648-657.
  • HE, Y., Chen, Q., Lee, R. P., Wang, Y., & Pohlmann, A. (2017). Consumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment. Journal of Interactive Marketing, 38, 1-11.
  • HOGG, M. A., Terry , D. J., & White, K. M. (1995). A Tale of Two Theories: A Critical Comparison of Identity Theory with Social Identity Theory. Social Psychology Quarterly, 58(4), 255-269.
  • JOSIASSEN, A. (2011). Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands. Journal of Marketing, 75, 124-140.
  • KIM, C. K., Han, D., & Park, S.-B. (2001). The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4), 195-206.
  • KREINER, G. E., & Ashforth, B. E. (2004). Evidence toward an expanded model of organizational identification. Journal of Organizational Behavior, 25, 1-27.
  • KUENZEL, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management,, 293-304.
  • KUENZEL, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identifi cation. Journal of Targeting, Measurement and Analysis for Marketing, 18, 167-176.
  • LAKANIE, P. A., & Mojarrad, N. (2015). The Antecedents and Concequences of Brand Prestıge in Smartphone Industry in Iran. Kuwait Chapter of Arabian Journal of Business and Management Review, 5(4), 16-41.
  • LAM, S. K. (2012). Identity-motivated marketing relationships: research synthesis, controversies, and research agenda. Academy of Marketing Science, 2, 72-87.
  • LAM, S. K., Ahearne, M., Mullins, R., Hayati, B., & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer–brand identification with a new brand. Journal of the Academy of Marketing Science, 41, 234-252.
  • LAM, S., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of Marketing, 74, 128-146.
  • LUHTANEN, R., & Crocker, J. (1992). A Collective Self-Esteem Scale: Self-Evaluation of One’s Social Identity. Personality and Social Psychology Bulletin, 18(3), 302-318.
  • MAEL, F. (1988). Organizational identification: Construct redefinition and a field application with organizational alumni. Wayne State University,Michigan: Detroit.
  • MAEL, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior, 13, 103-123.
  • MARIN, L., & de Maya, S. R. (2013). The role of affiliation, attractiveness and personal connection in consumercompany identification. European Journal of Marketing, 47(3/4), 655 – 673.
  • McCRACKEN, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321.
  • McQUISTON, D. H. (2004). Successful branding of a commodity product: The case of RAEX LASER steel. Industrial Marketing Management, 33, 345 – 354.
  • MICHEAL, Hogg, M., Turner, J. C., & Schulze, C. N. (1986). Social Categorization, Intergroup Behavior: Two Experiments. Revista de Psicologia Social, 24.
  • MOJARRAD, N., & Lakanie, P. A. (2015). Determining and Prioritizing the Key Indicators to Choose a Hotel From the Iranıan Perspective. Kuwait Chapter of Arabian Journal of Business and Management Review, 5(3), 49-75.
  • MUNIZ, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412 – 432.
  • O’CASS, A., & Frost, H. (2002). Status brands: Examining the effects of non-productrelated. Journal of Product & Brand Management, 11(2), 67-88.
  • PARK, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.
  • ROMANIUK, J., Sharp, B., & Ehrenberg, A. (2007). Evidence concerning the importance of perceived brand differentiation. Australasian Marketing Journal, 15(2), 42-54.
  • SARUHAN, Ş. C., & Özdemirci, A. (2011). Bilim, Felsefe veMetodoloji (2 b.). İstanbul: Beta.
  • SIRGY, M. J. (1982). Self-concept in consumer behavior: a critical review. Journal of Consumer Research, 9(3), 287-300.
  • SO, K. K., King, C., Hudson, S., & Meng, F. (2017). The missing link in building customer brand identification: The role of brand attractiveness. Tourism Management, 59, 640-651.
  • SOPHONSIRI, S., & Polyorat, K. (2009). The impact of brand personality dimensions on brand association and brand attractiveness: the case study of KFC in Thailand. Journal of Global Business and Technology, 5(2), 51-62.
  • STOKBURGER-SAUER, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International Journal of Research in Marketing, 29, 406-418.
  • STRYKER, S., & Serpe, R. (1982). Commitment, Identity Salience, and Role Behavior: Theory and Research Example. W. Ickes, & E. Knowles içinde, Personality, Roles, and Social Behavior (s. 199-218). New York: Springer.
  • Tajfel, H. (1969). Cognitive Aspects of Prejudice. Journal of Biosocial Science Suppl, 173-91.
  • TAJFEL, H. (1982). Social Psychology of Intergroup Relations. Annual Review of Psychology, 33, 1-39.
  • TAJFEL, H., & Turner, J. (1979). An integrative theory of intergroup conflict. W. Austin, & S. Worchel içinde, The social psychology of intergroup relations (s. 33-47). Monterey,CA: Brooks/Cole.
  • TAJFEL, H., & Turner, J. C. (1985). The Social Identity Theory of Intergroup Behavior. W. G. Austin, & S. Worchel içinde, Psychology of Intergroup Relations (s. 6-24). Chicago: Nelson-Hall.
  • THOMPSON, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the Doppelg€anger brand image. Journal of Marketing, 70(1), 50 – 64 .
  • TIAN, K. T., Bearden, W. O., & Hunter, G. L. (2014). Consumers’ Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1), 50-66.
  • TURNER, J. C. (1975). Social comparison and social identity:some prospects for intergroup behaviour. European Journal of Social Psychology, 5(1), 5-34.
  • TURNER, J. C., & Onorata, R. S. (1999). Social identity, personality and the self-concept: A self – categorization perspective. T. R. Tyler, R. M. Kramer, & O. P. John içinde, The psychology of the social self (s. 11-46). Lawrence Erlbaum.
  • TURNER, J. C., Tajfel, H., & Brown, R. (1979). Social comparison and group interest in ingroup favouritism. European Journal of Social Psychology, 9, 187-204.
  • VIGNERON, F., & Johnson, L. W. (1999). A review and a conceptual framework of. Academy of Marketing Science Review, 1(1), 1-15.
  • WEIGOLD, M. F., Flusser, S., & Ferguson, M. A. (1992). Direct Response Advertising: The Contributions of Price, Information, Artwork, and Individual Differences to Purchase Consideration. Journal of Direct Marketing, 6(2), 32-39.
  • WOLTER, J. S., Brach, S., Cronin Jr, J. J., & Bonnd, M. (2016). Symbolic drivers of consumer–brand identification and disidentification. Journal of Business Research, 69, 785-793.
There are 69 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Tansu Işıkay This is me 0000-0002-3769-7409

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

Publication Date July 7, 2020
Submission Date March 5, 2020
Published in Issue Year 2020 Volume: 42 Issue: 1

Cite

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 Işıkay T, Başcı A. SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. July 2020;42(1):63-90. doi:10.14780/muiibd.763919
Chicago Işıkay, Tansu, and Ahmet Başcı. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 42, no. 1 (July 2020): 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 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, 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 2020), 63-90. https://doi.org/10.14780/muiibd.763919.
JAMA 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, 2020, pp. 63-90, doi:10.14780/muiibd.763919.
Vancouver 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.

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