Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model)
Nowadays, the firms’ usage of virtual brand communities are increasing in order to develop and strengthen customer-brand relationships. The present study aims to analyze the effects of social presence and social identity level gained by the members of virtual brand communities on brand identificatio...
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| Format: | Article |
| Language: | deu |
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Celal Bayar University
2012-01-01
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| Series: | Yönetim ve Ekonomi |
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| Online Access: | http://www2.bayar.edu.tr/yonetimekonomi/dergi/pdf/C19S22012/197_217.pdf |
| _version_ | 1797905790962499584 |
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| author | Keti VENTURA |
| author_facet | Keti VENTURA |
| author_sort | Keti VENTURA |
| collection | DOAJ |
| description | Nowadays, the firms’ usage of virtual brand communities are increasing in order to develop and strengthen customer-brand relationships. The present study aims to analyze the effects of social presence and social identity level gained by the members of virtual brand communities on brand identification, brand community commitment and brand-related behaviors. Accordingly, a survey methodology is embraced and a structural model is developed within Altay ‘’19on4 Licensed Products Stores’’ virtual brand community. This community is chosen since the members of this community are constantly in touch with each other, engaging jointly in group activities with shared values and ideals. The structural model reveal that social presence and social identity dimensions are not perceived at the same level and have different impacts on brand identification, brand community commitment and brand-related behaviors. It is emphasized that an improvement should be needed for that virtual brand community and its activities. |
| first_indexed | 2024-04-10T10:11:56Z |
| format | Article |
| id | doaj.art-f87c2ffcd41848e2ae27f4d6f237d5fa |
| institution | Directory Open Access Journal |
| issn | 1302-0064 |
| language | deu |
| last_indexed | 2024-04-10T10:11:56Z |
| publishDate | 2012-01-01 |
| publisher | Celal Bayar University |
| record_format | Article |
| series | Yönetim ve Ekonomi |
| spelling | doaj.art-f87c2ffcd41848e2ae27f4d6f237d5fa2023-02-15T16:22:11ZdeuCelal Bayar UniversityYönetim ve Ekonomi1302-00642012-01-01192197217Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model)Keti VENTURANowadays, the firms’ usage of virtual brand communities are increasing in order to develop and strengthen customer-brand relationships. The present study aims to analyze the effects of social presence and social identity level gained by the members of virtual brand communities on brand identification, brand community commitment and brand-related behaviors. Accordingly, a survey methodology is embraced and a structural model is developed within Altay ‘’19on4 Licensed Products Stores’’ virtual brand community. This community is chosen since the members of this community are constantly in touch with each other, engaging jointly in group activities with shared values and ideals. The structural model reveal that social presence and social identity dimensions are not perceived at the same level and have different impacts on brand identification, brand community commitment and brand-related behaviors. It is emphasized that an improvement should be needed for that virtual brand community and its activities.http://www2.bayar.edu.tr/yonetimekonomi/dergi/pdf/C19S22012/197_217.pdfMarka ÖzdeşleşmeSanal Marka TopluluklarıSosyal Kimlik KuramıBrand IdentificationVirtual Band CommunitiesSocial Identity Theory |
| spellingShingle | Keti VENTURA Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model) Yönetim ve Ekonomi Marka Özdeşleşme Sanal Marka Toplulukları Sosyal Kimlik Kuramı Brand Identification Virtual Band Communities Social Identity Theory |
| title | Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model) |
| title_full | Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model) |
| title_fullStr | Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model) |
| title_full_unstemmed | Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model) |
| title_short | Sanal Marka Topluluklarında Topluluk Üyelerinin Marka ile Özdeşleşme Düzeylerinin Öncülleri ve Sonuçları: Yapısal Bir Model Önerisi(Antecedents and Consequences of Brand Identification in Virtual Brand Communities: A Structural Model) |
| title_sort | sanal marka topluluklarinda topluluk uyelerinin marka ile ozdeslesme duzeylerinin onculleri ve sonuclari yapisal bir model onerisi antecedents and consequences of brand identification in virtual brand communities a structural model |
| topic | Marka Özdeşleşme Sanal Marka Toplulukları Sosyal Kimlik Kuramı Brand Identification Virtual Band Communities Social Identity Theory |
| url | http://www2.bayar.edu.tr/yonetimekonomi/dergi/pdf/C19S22012/197_217.pdf |
| work_keys_str_mv | AT ketiventura sanalmarkatopluluklarındatoplulukuyelerininmarkaileozdeslesmeduzeylerininoncullerivesonuclarıyapısalbirmodelonerisiantecedentsandconsequencesofbrandidentificationinvirtualbrandcommunitiesastructuralmodel |