Brand Community at Brand Socialization: A Case of Harley Owners Group

Basit Öğe Kaydı
dc.contributor.authorDemir, Filiz Otay
dc.date.accessioned2024-07-12T21:38:01Z
dc.date.available2024-07-12T21:38:01Z
dc.date.issued2008en_US
dc.department[Belirlenecek]en_US
dc.description.abstractThe 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.en_US
dc.identifier.endpage128en_US
dc.identifier.issn1302-633X
dc.identifier.issue32en_US
dc.identifier.startpage115en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12415/7031
dc.identifier.wosWOS:000409635100008en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Science
dc.language.isotren_US
dc.publisherIstanbul Univen_US
dc.relation.ispartofIstanbul Universitesi Iletisim Fakultesi Dergisien_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzKY04400
dc.subjectBrand Communityen_US
dc.subjectCommunity Identityen_US
dc.subjectHarley Owners Groupen_US
dc.titleBrand Community at Brand Socialization: A Case of Harley Owners Groupen_US
dc.typeArticle
dspace.entity.typePublication

Dosyalar

Koleksiyon

WoS İndeksli Yayınlar Koleksiyonu