MARKA TOPLULUKLARI: LİTERATÜR TARAMASI VE HARLEY DAVİDSON ÖRNEĞİ

Yıl 2012, Sayı: 2 - İstanbul Sosyal Bilimler Dergisi, 1 - 24, 03.02.2016

Ebru Bilgen

Öz

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.

Anahtar Kelimeler

Marka, marka toplulukları, marka toplulukları modelleri

BRAND COMMUNITIES: LITERATURE REVIEW AND THE CASE OF HARLEY DAVİDSON

Öz

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.

Anahtar Kelimeler

Brand, brand communities, brand community models

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