Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
D. Selcen O. Aykac
Sabanci University, Faculty of Management, Istanbul, Turkey
selcenaykac@sabanciuniv.edu
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First draft of this paper was presented at the 2nd Annual Management Congress at Mugla University (Turkey) on
February 17, 2005.
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Its influence depending on the degree of perceived identification between
self and brand images, brand identity encompasses a ke y role in profane
consumption behavior. Consumer's differentiation of a certain brand from others,
through close identification (Kim, Han et al. 2001) also yi elds to a sense of
belonging to a certain group of consumers (Ashforth and Mael 1989;
Bhattacharya, Rao et al. 1995) that alread y consume the brand, and develop
social identification. Resorting to dialectic relationship process (Berger 1967) in
formation and perpetuation of consumption cultures presents hyper-loyalt y brand
communit y research a perspective through identification, promising a theory
enrichment (Bhattacharya, Rao et al. 1995).
Theoretical Grounds
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Objectivation / Externalization
man society
Internalization
Explanatory Applications
Innovations and new products are results of human creativit y, though they
are often announced by a collective entit y. Each and every day, numerous
products are launched around the globe. Similar to the introduction of new ideas
to societies, new product launch is also an externalization. Ever more
competitive marketplace witnesses success stories of new products as well as
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failures. Established brand equit y is found to be among those commonl y
observed factors of successful new products. It is surmised that high brand
awareness help consumers to recall what to bu y in the marketplace. As labels
assist societ y members to recall a collection of proposed wa ys and methods,
brands do so for shoppers to recall available brands in the marketplace and shape
their consideration sets. Once new vehicle purchase is considered, a Saab
communit y member bears in mind a different vehicle, than a Volkswagen or
Harley Davidson communit y member (McAlexander and Schouten 1998).
Decision to buy a new product of a certain brand is a way of practicin g an
externalized idea as it is deemed appropriate for continuance of participation in
a certain societ y, therefore a process of internalization. Often a sin gle
requirement of access to a consumer subculture and/or brand communit y is the
possession of a certain brand, standing as an identifier of extended social-self.
Duration of internalization depends on the match with a customer’s life st yle, a
strong one promoting access for brand communit y facilitatin g brand loyalt y
(McAlexander, Schouten et al. 2002).
Consumers utilize brands not onl y to aid living, but also to introduce a
different meanin g to their lives. It is a ‘choice of a life’ for them, rather than a
brand.
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st ylized consumer lifest yles (Simmel [1903] 1964) and the underl ying
conformit y (Firat 1991) demand provides brands a unique position (Muniz and
O'Guinn 2001). The higher the level of internalization, tighter is the integration
with brand community, hence, higher the level of lo yalt y.
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social realit y through incarceration or anomie, “loses his orientation in
experience” and, in extreme cases, “loses his sense of realit y and identit y.”
Such an individual “becomes anomic in the sense of becoming world-less”
(Berger 1967).
The gap between actual and ideal self is among the key drives facilitating
market demand. Social realit y continuously boosts ideal self, intensifying market
demand. Together with brand communit y subscription (Langer 1997),
individual’s ideal self inherits various dimensions from new communit y.
Consumers bu y products to extend their selves and enhance their self-esteem
(Belk, Wallendorf et al. 1989). Certain possessions are necessary for
maintaining collective sense, and avoiding “becoming world-less” (Berger
1967). Fear of “becoming world-less” (Berger 1967), and practices readil y
performed to avoid distancing from social realit y should be considered to
comprehend identification with brand image better.
Just as all individuals are not reli gious to the same degree, all consumers
are not brand loyal to the same degre e. What man takes to be reli gion is a
projection of his social relationships, and shoppin g choices, in deed, are ways of
stabilizing relationships (Arnould 2000). Level of identification between brand
and particular social group determines type and degree of mutual commitment.
As identification is amongst the ke y determiners of brand loyalt y, integration of
theory of culture and societ y (Berger 1967) with rhetoric (Burke 1969) to
comprehend brand communit y construction and maintenance provides the field
of Marketing an alternative novel approach.
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