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SEMBOLİK TÜKETİM VE TÜKETİM ÖYKÜLERİNİN HERMENEUTİK YAKLAŞIMLA YORUMLANMASINA İLİŞKİN BİR UYGULAMA

Year 2011, Issue: 7, 0 - , 13.05.2015

Abstract

Günümüzde bireylerin kendilerini ifade biçimleri büyük ölçüde tüketim alışkanlıklarıyla şekillendiğinden tüketimin kimlik oluşturmadaki rolü giderek artmakta ve bireyin bir tüketici olarak anlaşılmasına her za-mankinden daha çok ihtiyaç duyulmaktadır. Diğer taraftan tüketici araştırmaları satınalım kararının düşü-nüldüğü gibi rasyonel nedenlere dayanmadığını ve tüketimin sembolik işleviyle öne çıktığını göstermek-tedir. Tüketim araştırmaları alanında kullanımının sınırlı olmasına rağmen, tüketim deneyimlerinin payla-şılması amacıyla giderek artan biçimde kullanılan bloglar; tüketicilerin rasyonel davrandıkları varsayımı-na dayanan geleneksel veri toplama yöntemlerinin aksine bireylerin satınalım kararlarını onların perspek-tifinden sunmakta, böylece bireyin ürün ve markayla olan ilişkisini içselleştirme sürecine daha yakından bakma şansı tanımaktadır. Dolayısıyla bu araştırmanın amacı, tüketim deneyimini içeren bir tüketici öy-küsünü; sembolik tüketim, markalar ve tüketici arasındaki ilişkinin daha iyi anlaşılmasına hizmet edecek biçimde incelemektir. Nitel yöntem kullanılan bu araştırmadaki verinin elde edilmesinde internet bloglarından faydalanılmıştır. Bu kapsamda bireyin kendini tüketim aracılığıyla nasıl tanımlandığı Hermeneutik yaklaşım çerçevesinde incelenmiş, ardından bireyin kimliğini tüketim aracılığıyla inşasında bir sembol olarak ürünler ve markaların hangi işlevlerinden faydalandığı ortaya koyulmuştur.

References

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  • AGGARWAL, Pangaj (2002), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior”, The Universtiy of Chigago, The Faculty of the Graduate School of Business, June 2002, Yayımlanmış Doktora Tezi.
  • ARNOULD, Eric J. ve Linda L. PRICE (2003), “Authenticating Acts and Authoritative Performances: Questing for Self and Community” . S. Ratneshwar, D. G. Mick ve C. Huffman (der), The Why of Consumption: Contemporary Perspectives on Consumers Motives, Goals, and Desires içinde, London: Routledge.
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  • BELK, R. W (1988), “Possessions and the Extended Self”, Journal of Consumer Research, 15(2), 139–167.
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  • BLACKSTON, Max (1993), “Beyond Brand Personality: Building Brand Relationships”, D. A. Aaker ve A. L. Biel (Der), Brand Equity & Advertising: Advertising's Role in Building Strong Brands içinde, NJ: Lawrence Erlbaum, Hillsdale.
  • BOCOCK, Robert (1993) Tüketim, Ankara: Dost Yayınevi.
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  • GERGEN, Kenneth J., ve Mary M. GERGEN (1988). “Narrative and the self as relationship” L. Berkowitz (Der.), Advances in Experimental Social Psychology içinde New York: Academic Press.
  • GUMMESSON, Evert (2005). "Qualitative research in Marketing: Road-Map for a Wilderness of Complexity and Unpredictability", European Journal of Marke-ting, 39(3/4), 309 – 327.
  • HIRSCHMAN, Elizabeth C.(2000), Heroes, Monsters And Messiahs: The Mythology Of Highly Successful Motion Pictures And Television Shows, Kansas City, MO: McMeel Publishers.
  • HIRSCHMAN, Elizabeth C.(June 2010), “Evolutionary Branding”, Psychology & Marketing, 27(6), 568–583.
  • HOLT, Douglas B. ve Craig J. THOMPSON (2004), “Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption,” Journal of Consumer Research, 31 (September), 425–40.
  • HOLT, Douglas. B (2003), “What Becomes An Icon Most?”, Harvard Business Review, (81), 43–49.
  • HOLT, Douglas. B (2004), How Brands Become Icons: The Principles of Cultural Branding, Boston: Harvard Business School Press.
  • HOPKINSON, Gillian C. ve Sandra HOGARTH-SCOTT, (2001), “„What Happened Was. . .‟: Broadening the Agenda for Storied Research,” Journal of Mar-keting Management, 17 (1/2), 27-47.
  • JUNG, Carl G. (1959), The archetypes and the collective unconscious. H. Read, M Fordham M ve G. Adler (Der), Collective works 9(1) içinde, Princeton, NJ: Princeton University Press.
  • KOTLER, Philip and Gary ARMSTRONG (2004), Principles of Marke-ting,10th ed., Upper Saddle River, NJ: Prentice Hall.
  • KURTULUŞ, K. (2002), “Ülkemizdeki Akademik Amaçlı Pazarlama. Araş-tırmalarına İlişkin Bir Değerleme ve Öneriler”, 7. Ulusal. Pazarlama Kongresi, Af-yon.
  • LEVY, Sidney : “Symbols for Sale”, Harvard Business Review, 37(July/August 1959), 117–124.
  • McCRACKEN, Grant David (1990). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities, Bloomington: Indiana University Press
  • MUNIZ, Albert M. Jr. ve Thomas C. O‟GUINN (March 2001), “Brand Community”, Journal of Consumer Research, 27(4), 412–413.
  • ODABAŞI, Yavuz (2009), Tüketim Kültürü Yetinen Toplumdan Tüketen Topluma, 2. Baskı, Sistem Yayıncılık: İstanbul.
  • ÖZHAN DEDEOGLU, Ayla (2002), “Tüketici Davranışları Alanında Kalita-tif Araştırmaların Önemi ve Multidisipliner Yaklaşımlar”, Dokuz Eylül Üniversitesi, İİBF Dergisi, 17(2), 75-92
  • PAPADATOS, Caroline (2006), "The Art Of Storytelling: How Loyalty Marketers Can Build Emotional Connections To Their Brands", Journal of Consumer Marketing, 23(7), 382 – 384.
  • POLKINGHORNE, Donald E (1991), “Narrative and self-concept”, Journal of Narrative and Life History, (1), 135–153.
  • ROZANSKI, Horacio D., BAUM, Allen G. ve Bradley T. WOLFSEN. (1999), “Brand Zealots: Realizing the Full Value of Emotional Brand Loyalty”, Strategy and Business, 17 (Fourth Quarter), 51–62.
  • SARBIN, Theodore R. (1986), Narrative Psychology: The Storied Nature of Human Conduct, London: Praeger
  • SCHANK, Roger C. and Robert P. ABELSON (1995), “Knowledge and Memory: The Real Story,” Robert S. Wyer ,(Der) Knowledge and Memory: The Real Story, içinde Hillsdale, NJ: Lawrence.
  • SCHANK, Roger C. (1999). Dynamic memory revisited. Cambridge: Cambridge University Press.
  • SHANKAR, Avi., ELLIOTT, Richard., ve Christina GOULDING, (2001), “Understanding consumption: Contributions from a narrative perspective”, Journal of Marketing Management (17), 429–453.
  • SOLOMON, Michael R. (1983), “The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective”, Journal of Consumer Research, 10, (December 1983), 319–330.
  • STERN, Barbara B. (1995), “Consumer Myths: Frye‟s Taxonomy and the Structural Analysis of Consumption Text”, Journal of Consumer Research, 22(2), 165–186.
  • THOMPSON, Craig J. (1997), “Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights fromthe Texts of Consumers' Consumption Stories”, Journal of Marketing Research, 34(4), 438–455.
  • THOMPSON, Craig J. (2004), “Marketplace Mythology and Discourses of Power,” Journal of Consumer Research, 31 (June), 162–80.
  • WOODSIDE Arch G., Suresh SOOD ve Kenneth E. MILLER (2008), “When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing”, Psychology and Marketing, 25(2), 97-145.
  • WOODSIDE Arch G., (2010), “Brand–Consumer Storytelling Theory and Research:Introduction to a Psychology &Marketing Special Issue”, Psychology and Marketing, 27(6): 531–540.
  • WOODSIDE, Arch G., MEGEHEE, Carol M., ve Suresh SOOD (2011), “Conversations With(in) The Collective Unconscious By Consumers, Brands, and Relevant Others”, Journal of Business Research (doi:10.1016).
Year 2011, Issue: 7, 0 - , 13.05.2015

Abstract

References

  • AAKER, David A (1996), Building Strong Brands, New York: The Free Press.
  • AGGARWAL, Pangaj (2002), “The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior”, The Universtiy of Chigago, The Faculty of the Graduate School of Business, June 2002, Yayımlanmış Doktora Tezi.
  • ARNOULD, Eric J. ve Linda L. PRICE (2003), “Authenticating Acts and Authoritative Performances: Questing for Self and Community” . S. Ratneshwar, D. G. Mick ve C. Huffman (der), The Why of Consumption: Contemporary Perspectives on Consumers Motives, Goals, and Desires içinde, London: Routledge.
  • BAUDRILLARD, Jean (1997) Tüketim Toplumu, Hazal Deliçaylı ve Ferda Keskin (çev), İstanbul: Ayrıntı Yayınları.
  • BELK, R. W (1988), “Possessions and the Extended Self”, Journal of Consumer Research, 15(2), 139–167.
  • BEST, Steven ve Douglas KELLNER (1998), Postmodern Teori (Çev. M. Küçük). İstanbul: Ayrıntı Yayınları.
  • BLACKSTON, Max (1993), “Beyond Brand Personality: Building Brand Relationships”, D. A. Aaker ve A. L. Biel (Der), Brand Equity & Advertising: Advertising's Role in Building Strong Brands içinde, NJ: Lawrence Erlbaum, Hillsdale.
  • BOCOCK, Robert (1993) Tüketim, Ankara: Dost Yayınevi.
  • BRUNER, Jerome (1987), “Life as Narrative”, Social Research, 54, 1, pp. 11–32 Erlbaum Associates, pp. 1–85, İnternet Adresi; http://cogprints.org/636/1/ KnowledgeMemory_SchankAbelson_d.html.
  • ELLIOT, Richard (1997), “Existential Consumption and Irrational Desire”, European Journal of Marketing, 31(3/4) 285-296.
  • FOURNIER, Susan (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, (24), 343–373.
  • GEÇTAN, Engin (2010), Psikanaliz ve Sonrası, 14. Baskı, İstanbul: Metis Yayınları.
  • GERGEN, Kenneth J., ve Mary M. GERGEN (1988). “Narrative and the self as relationship” L. Berkowitz (Der.), Advances in Experimental Social Psychology içinde New York: Academic Press.
  • GUMMESSON, Evert (2005). "Qualitative research in Marketing: Road-Map for a Wilderness of Complexity and Unpredictability", European Journal of Marke-ting, 39(3/4), 309 – 327.
  • HIRSCHMAN, Elizabeth C.(2000), Heroes, Monsters And Messiahs: The Mythology Of Highly Successful Motion Pictures And Television Shows, Kansas City, MO: McMeel Publishers.
  • HIRSCHMAN, Elizabeth C.(June 2010), “Evolutionary Branding”, Psychology & Marketing, 27(6), 568–583.
  • HOLT, Douglas B. ve Craig J. THOMPSON (2004), “Man-of-Action Heroes: The Pursuit of Heroic Masculinity in Everyday Consumption,” Journal of Consumer Research, 31 (September), 425–40.
  • HOLT, Douglas. B (2003), “What Becomes An Icon Most?”, Harvard Business Review, (81), 43–49.
  • HOLT, Douglas. B (2004), How Brands Become Icons: The Principles of Cultural Branding, Boston: Harvard Business School Press.
  • HOPKINSON, Gillian C. ve Sandra HOGARTH-SCOTT, (2001), “„What Happened Was. . .‟: Broadening the Agenda for Storied Research,” Journal of Mar-keting Management, 17 (1/2), 27-47.
  • JUNG, Carl G. (1959), The archetypes and the collective unconscious. H. Read, M Fordham M ve G. Adler (Der), Collective works 9(1) içinde, Princeton, NJ: Princeton University Press.
  • KOTLER, Philip and Gary ARMSTRONG (2004), Principles of Marke-ting,10th ed., Upper Saddle River, NJ: Prentice Hall.
  • KURTULUŞ, K. (2002), “Ülkemizdeki Akademik Amaçlı Pazarlama. Araş-tırmalarına İlişkin Bir Değerleme ve Öneriler”, 7. Ulusal. Pazarlama Kongresi, Af-yon.
  • LEVY, Sidney : “Symbols for Sale”, Harvard Business Review, 37(July/August 1959), 117–124.
  • McCRACKEN, Grant David (1990). Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities, Bloomington: Indiana University Press
  • MUNIZ, Albert M. Jr. ve Thomas C. O‟GUINN (March 2001), “Brand Community”, Journal of Consumer Research, 27(4), 412–413.
  • ODABAŞI, Yavuz (2009), Tüketim Kültürü Yetinen Toplumdan Tüketen Topluma, 2. Baskı, Sistem Yayıncılık: İstanbul.
  • ÖZHAN DEDEOGLU, Ayla (2002), “Tüketici Davranışları Alanında Kalita-tif Araştırmaların Önemi ve Multidisipliner Yaklaşımlar”, Dokuz Eylül Üniversitesi, İİBF Dergisi, 17(2), 75-92
  • PAPADATOS, Caroline (2006), "The Art Of Storytelling: How Loyalty Marketers Can Build Emotional Connections To Their Brands", Journal of Consumer Marketing, 23(7), 382 – 384.
  • POLKINGHORNE, Donald E (1991), “Narrative and self-concept”, Journal of Narrative and Life History, (1), 135–153.
  • ROZANSKI, Horacio D., BAUM, Allen G. ve Bradley T. WOLFSEN. (1999), “Brand Zealots: Realizing the Full Value of Emotional Brand Loyalty”, Strategy and Business, 17 (Fourth Quarter), 51–62.
  • SARBIN, Theodore R. (1986), Narrative Psychology: The Storied Nature of Human Conduct, London: Praeger
  • SCHANK, Roger C. and Robert P. ABELSON (1995), “Knowledge and Memory: The Real Story,” Robert S. Wyer ,(Der) Knowledge and Memory: The Real Story, içinde Hillsdale, NJ: Lawrence.
  • SCHANK, Roger C. (1999). Dynamic memory revisited. Cambridge: Cambridge University Press.
  • SHANKAR, Avi., ELLIOTT, Richard., ve Christina GOULDING, (2001), “Understanding consumption: Contributions from a narrative perspective”, Journal of Marketing Management (17), 429–453.
  • SOLOMON, Michael R. (1983), “The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective”, Journal of Consumer Research, 10, (December 1983), 319–330.
  • STERN, Barbara B. (1995), “Consumer Myths: Frye‟s Taxonomy and the Structural Analysis of Consumption Text”, Journal of Consumer Research, 22(2), 165–186.
  • THOMPSON, Craig J. (1997), “Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights fromthe Texts of Consumers' Consumption Stories”, Journal of Marketing Research, 34(4), 438–455.
  • THOMPSON, Craig J. (2004), “Marketplace Mythology and Discourses of Power,” Journal of Consumer Research, 31 (June), 162–80.
  • WOODSIDE Arch G., Suresh SOOD ve Kenneth E. MILLER (2008), “When Consumers and Brands Talk: Storytelling Theory and Research in Psychology and Marketing”, Psychology and Marketing, 25(2), 97-145.
  • WOODSIDE Arch G., (2010), “Brand–Consumer Storytelling Theory and Research:Introduction to a Psychology &Marketing Special Issue”, Psychology and Marketing, 27(6): 531–540.
  • WOODSIDE, Arch G., MEGEHEE, Carol M., ve Suresh SOOD (2011), “Conversations With(in) The Collective Unconscious By Consumers, Brands, and Relevant Others”, Journal of Business Research (doi:10.1016).
There are 42 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Çiğdem Başfırıncı This is me

Publication Date May 13, 2015
Published in Issue Year 2011 Issue: 7

Cite

APA Başfırıncı, Ç. (2015). SEMBOLİK TÜKETİM VE TÜKETİM ÖYKÜLERİNİN HERMENEUTİK YAKLAŞIMLA YORUMLANMASINA İLİŞKİN BİR UYGULAMA. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(7). https://doi.org/10.18092/ijeas.87085

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