SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

Yıl 2020, Cilt: 42 Sayı: 1, 63 - 90, 07.07.2020

Tansu Işıkay Ahmet Başcı

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

Cited By: 3

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.

Anahtar Kelimeler

Sosyal kimlik kuramı, tüketici – marka özdeşleşmesi, tüketici-marka özdeşleşmemesi, marka çekiciliği, marka prestiji, marka ayırt ediciliği, markanın sosyal faydası, hatırlanabilir marka deneyimleri

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