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Müşteri Özdeşleşmesinin Gelişimi: Sistematik Literatür İncelemesi ve Gelecek Araştırmalar için Öneriler

Yıl 2022, Cilt 17, Sayı 2, 561 - 583, 01.08.2022

Öz

Müşteri özdeşleşmesi, müşterilerin markalarla ilişkilerini anlamada önemli bir kavramdır. Bu literatür incelemesinde, müşteri özdeşleşmesi ile ilgili bugüne kadar yapılmış çalışmaları kapsamlı bir şekilde gözden geçirmek ve mevcut literatürde tespit edilen boşluklar doğrultusunda gelecek çalışmalar için faydalı öneriler sunmak amaçlanmaktadır. Bu kapsamda, müşteri özdeşleşmesi ile ilgili Scopus veri tabanından ulaşılan 73 makale sistematik olarak incelenmiştir. Elde edilen bulgular kavramsallaştırma, teorik çerçeve, tanımlayıcı bilgiler, yöntemsel eğilimler ve anahtar değişkenler olmak üzere beş bölümde tartışılmıştır. Çalışma, mevcut literatürdeki boşluklardan yola çıkılarak, gelecekteki çalışmalar için faydalı olacağı düşünülen birtakım önerilerde bulunularak sonlandırılmaktadır.

Kaynakça

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  • Einwiller, S., Lis, B., Ruppel, C., Sen, S. (2019), “When CSR-Based Identification Backfires: Testing the Effects of CSR-Related Negative Publicity”, Journal of Business Research, 104, 1-13.
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  • Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., Elsharnouby, T. H. (2016), “Customer Relationship Building: The Role of Brand Attractiveness and Consumer–Brand Identification”, Journal of Business Research, 69(8), 2901-2910.
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  • Gaustad, T., Samuelsen, B. M., Warlop, L., Fitzsimons, G. J. (2019), “Too Much of A Good Thing? Consumer Response to Strategic Changes in Brand Image”, International Journal of Research in Marketing, 36(2), 264-280.
  • Gaustad, T., Utgård, J., Fitzsimons, G. J. (2020), “When Accidents Are Good for A Brand”, Journal of Business Research, 107, 153-161.
  • Gilal, F. G., Paul, J., Gilal, N. G., Gilal, R. G. (2021), “Strategic CSR‐Brand Fit and Customers’ Brand Passion: Theoretical Extension and Analysis”, Psychology & Marketing, 38(5), 759-773.
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  • He, Y., Chen, Q., Lee, R. P., Wang, Y., Pohlmann, A. (2017), “Consumers' Role Performance and Brand Identification: Evidence from A Survey and A Longitudinal Field Experiment”, Journal of Interactive Marketing, 38, 1-11.
  • Homburg, C., Stierl, M., Bornemann, T. (2013), “Corporate Social Responsibility in Business-To-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement”, Journal of Marketing, 77(6), 54-72.
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The Journey of Customer Identification: A Systematic Literature Review and Directions for Further Investigation

Yıl 2022, Cilt 17, Sayı 2, 561 - 583, 01.08.2022

Öz

Customer identification has been a key concept in understanding consumers’ relationships with brands. In this review article, we aim to provide a comprehensive overview of extant knowledge on customer identification and offer suggestions for future development in line with the gaps identified in the prior literature. We systematically review 73 peer-reviewed journal articles pertinent to customer identification in the Scopus database. We discuss the review findings in five sections, namely, conceptualization, theoretical framework, descriptive information, methodological trends, and key variables. Drawing from the gaps in the existing literature, we propose several suggestions for future research and end the paper with concluding remarks.

Kaynakça

  • Albert, N., Ambroise, L., Valette-Florence, P. (2017), “Consumer, Brand, Celebrity: Which Congruency Produces Effective Celebrity Endorsements?”, Journal of Business Research, 81, 96-106.
  • Albert, N., Merunka, D., Valette-Florence, P. (2013), “Brand Passion: Antecedents and Consequences”, Journal of Business Research, 66(7), 904-909. Aspara, J., Tikkanen, H. (2011), “Corporate Marketing in The Stock Market: The Impact of Company Identification on Individuals' Investment Behaviour”, European Journal of Marketing, 45(9/10), 1446-1469.
  • Bartsch, F., Diamantopoulos, A., Paparoidamis, N. G., Chumpitaz, R. (2016), “Global Brand Ownership: The Mediating Roles of Consumer Attitudes and Brand Identification”, Journal of Business Research, 69(9), 3629-3635.
  • Baskentli, S., Sen, S., Du, S., Bhattacharya, C. B. (2019), “Consumer Reactions to Corporate Social Responsibility: The Role of CSR Domains”, Journal of Business Research, 95, 502-513.
  • Bhattacharya, C. B., Sen, S. (2003), “Consumer–Company İdentification: A Framework for Understanding Consumers’ Relationships with Companies”, Journal of Marketing, 67(2), 76-88.
  • Berendt, J., Uhrich, S., Thompson, S. A. (2018), “Marketing, Get Ready to Rumble—How Rivalry Promotes Distinctiveness for Brands and Consumers”, Journal of Business Research, 88, 161-172.
  • Bergami, M., Bagozzi, R. P. (2000), “Self‐Categorization, Affective Commitment and Group Self‐Esteem as Distinct Aspects of Social Identity in The Organization”, British Journal of Social Psychology, 39(4), 555-577.
  • Brashear-Alejandro, T., Kang, J., Groza, M. D. (2016), “Leveraging Loyalty Programs to Build Customer–Company Identification”, Journal of Business Research, 69(3), 1190-1198.
  • Chun, R. (2016), “What Holds Ethical Consumers to A Cosmetics Brand: The Body Shop Case”, Business Society, 55(4), 528-549.
  • Curlo, E., Chamblee, R. (1998), “Ad Processing and Persuasion: The Role of Brand Identification”, Psychology & Marketing, 15(3), 279-299.
  • Currás-Pérez, R., Bigné-Alcañiz, E., Alvarado-Herrera, A. (2009), “The Role of Self-Definitional Principles in Consumer Identification with A Socially Responsible Company”, Journal of Business Ethics, 89(4), 547-564.
  • Dalman, M. D., Buche, M. W., Min, J. (2019), “The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love”, Journal of Business Ethics, 158(3), 875-891.
  • Davvetas, V., Diamantopoulos, A. (2017), “Regretting Your Brand-Self? The Moderating Role of Consumer-Brand Identification on Consumer Responses to Purchase Regret”, Journal of Business Research, 80, 218-227.
  • De Kerviler, G., Rodriguez, C. M. (2019), “Luxury Brand Experiences and Relationship Quality for Millennials: The Role of Self-Expansion”, Journal of Business Research, 102, 250-262.
  • Delgado-Ballester, E., Sabiote, E. F. (2015), “Brand Experimental Value Versus Brand Functional Value: Which Matters More for The Brand?”, European Journal of Marketing, 49(11/12),1857-1879.
  • Deng, X., Xu, Y. (2017), “Consumers’ Responses to Corporate Social Responsibility Initiatives: The Mediating Role of Consumer–Company Identification”, Journal of Business Ethics, 142(3), 515-526.
  • Einwiller, S., Lis, B., Ruppel, C., Sen, S. (2019), “When CSR-Based Identification Backfires: Testing the Effects of CSR-Related Negative Publicity”, Journal of Business Research, 104, 1-13.
  • Einwiller, S. A., Fedorikhin, A., Johnson, A. R., Kamins, M. A. (2006), “Enough Is Enough! When Identification No Longer Prevents Negative Corporate Associations”, Journal of the Academy of Marketing Science, 34(2), 185-194.
  • Ekinci, Y., Sirakaya-Turk, E., Preciado, S. (2013), “Symbolic Consumption of Tourism Destination Brands”, Journal of Business Research, 66(6), 711-718.
  • Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., Elsharnouby, T. H. (2016), “Customer Relationship Building: The Role of Brand Attractiveness and Consumer–Brand Identification”, Journal of Business Research, 69(8), 2901-2910.
  • Escalas, J. E., Bettman, J. R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands”, Journal of Consumer Psychology, 13(3), 339-348.
  • Eteokleous, P. P., Leonidou, L. C., Katsikeas, C. S. (2016), “Corporate Social Responsibility in International Marketing: Review, Assessment, and Future Research”, International Marketing Review, 33(4), 580-624.
  • Gaustad, T., Samuelsen, B. M., Warlop, L., Fitzsimons, G. J. (2019), “Too Much of A Good Thing? Consumer Response to Strategic Changes in Brand Image”, International Journal of Research in Marketing, 36(2), 264-280.
  • Gaustad, T., Utgård, J., Fitzsimons, G. J. (2020), “When Accidents Are Good for A Brand”, Journal of Business Research, 107, 153-161.
  • Gilal, F. G., Paul, J., Gilal, N. G., Gilal, R. G. (2021), “Strategic CSR‐Brand Fit and Customers’ Brand Passion: Theoretical Extension and Analysis”, Psychology & Marketing, 38(5), 759-773.
  • Han, S. H., Nguyen, B., Simkin, L. (2016), “The Dynamic Models of Consumers’ Symbolic Needs: In the Context of Restaurant Brands”, European Journal of Marketing, 50(7/8), 1348-1376.
  • Haumann, T., Quaiser, B., Wieseke, J., Rese, M. (2014), “Footprints in The Sands of Time: A Comparative Analysis of The Effectiveness of Customer Satisfaction and Customer–Company Identification Over Time”, Journal of Marketing, 78(6), 78-102.
  • Hayes, J. L., Britt, B. C., Evans, W., Rush, S. W., Towery, N. A., Adamson, A. C. (2021), “Can Social Media Listening Platforms’ Artificial Intelligence Be Trusted? Examining The Accuracy of Crimson Hexagon’s (Now Brandwatch Consumer Research’s) AI-Driven Analyses”, Journal of Advertising, 50(1), 81-91.
  • He, H., Li, Y. (2011), “CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality”, Journal of Business Ethics, 100(4), 673-688.
  • He, H., Li, Y., Harris, L. (2012), “Social Identity Perspective on Brand Loyalty”, Journal of Business Research, 65(5), 648-657.
  • He, J., Huang, H., Wu, W. (2018), “Influence of Interfirm Brand Values Congruence on Relationship Qualities in B2B Contexts”, Industrial Marketing Management, 72, 161-173.
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Ayrıntılar

Birincil Dil İngilizce
Konular Sosyal
Bölüm Makaleler
Yazarlar

Merve VARDARSUYU> (Sorumlu Yazar)
KÜTAHYA DUMLUPINAR ÜNİVERSİTESİ
0000-0002-7676-6294
Türkiye


Şerife KAZANCI SUNAOĞLU>
BAYBURT ÜNİVERSİTESİ, UYGULAMALI BİLİMLER FAKÜLTESİ
0000-0001-5907-589X
Türkiye

Destekleyen Kurum -
Proje Numarası -
Teşekkür -
Yayımlanma Tarihi 1 Ağustos 2022
Başvuru Tarihi 26 Şubat 2022
Kabul Tarihi 11 Mayıs 2022
Yayınlandığı Sayı Yıl 2022, Cilt 17, Sayı 2

Kaynak Göster

APA Vardarsuyu, M. & Kazancı Sunaoğlu, Ş. (2022). The Journey of Customer Identification: A Systematic Literature Review and Directions for Further Investigation . Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi , 17 (2) , 561-583 . Retrieved from https://dergipark.org.tr/tr/pub/oguiibf/issue/70614/1079602