Brand Community at Brand Socialization: A Case of Harley Owners Group
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Date
2008
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Istanbul Univ
Access Rights
info:eu-repo/semantics/closedAccess
Abstract
The value transfer used for expressing oneself has resulted in a collective phenomenon through brand communities. This customer socialization through brand communities has brought about the 'we' rather than the 'I' phenomenon. This socialization provides a multiple relation between the product, the brand and other customers. This study offers an explanation of how the existence of the 'we' phenomenon, general rituals and responsibilities depend on group societies. The socialization belonging to the community doesn't only devise a two-way relation with the inner dynamics of the customer; the multiple relations between the brand, the product, and the role of marketing are completely explored. In explaining the existence of brand community and the network of multiple relations, 'H.O.G Turkey' has been referred to, with the aim of giving a descriptive example. The research was executed through in depth discussions with the members of 'H.O.G Turkey, and a study of their website and the magazine 'Harleyci' that also contained the main regulations of the 'H.O.G' Association'. In conclusion, related aspects of the brand community and multiple communication pattern, determine that the culture related to the brand is kept alive and further expanded by the group.
Description
Keywords
Brand Community, Community Identity, Harley Owners Group
Journal or Series
Istanbul Universitesi Iletisim Fakultesi Dergisi
WoS Q Value
N/A
Scopus Q Value
Volume
Issue
32
