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SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA

Yıl 2020, Cilt: 42 Sayı: 1, 63 - 90, 07.07.2020
https://doi.org/10.14780/muiibd.763919

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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Toplam 69 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Tansu Işıkay Bu kişi benim 0000-0002-3769-7409

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

Yayımlanma Tarihi 7 Temmuz 2020
Gönderilme Tarihi 5 Mart 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 42 Sayı: 1

Kaynak Göster

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. Temmuz 2020;42(1):63-90. doi:10.14780/muiibd.763919
Chicago Işıkay, Tansu, ve Ahmet Başcı. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 42, sy. 1 (Temmuz 2020): 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 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, 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 (Temmuz 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 ve Ahmet Başcı. “SOSYAL KİMLİK KURAMI AÇISINDAN TÜKETİCİ – MARKA ÖZDEŞLEŞMESİ VE BİR ARAŞTIRMA”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, c. 42, sy. 1, 2020, ss. 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.