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

Öz

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.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Tansu Işıkay ^* Bu kişi benim
0000-0002-3769-7409
Türkiye

Ahmet Başcı Bu kişi benim
0000-0003-1892-5784
Türkiye

Yayımlanma Tarihi

7 Temmuz 2020

Gönderilme Tarihi

5 Mart 2020

Kabul Tarihi

1 Haziran 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 42 Sayı: 1

DOI

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

IZ

https://izlik.org/JA43AR85AS

Kaynak Göster

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, ve 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 (01 Temmuz 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 ve A. Başcı, “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 42, sy 1, ss. 63–90, Tem. 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 (01 Temmuz 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, ve Ahmet Başcı. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 42, sy 1, Temmuz 2020, ss. 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. 01 Temmuz 2020;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

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

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