Brand Communities in the Axis of Socializing Customers

7/31/2019 Brand Communities in the Axis of Socializing Customers

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IUUUQ/ [SDF/ UB@AI CIISIO I@ILX

Csioa Edmmrojqjbu jo qgb Iwju df
http://karaman.academia.edu/NezahatEkici/Papers/769161/Brand_Communities_in_the_Axis_of_Socializing_Customers_Sample_of_Volkswagen_Beetle_Owners_Turkeyhttp://karaman.academia.edu/NezahatEkici/Papers/769161/Brand_Communities_in_the_Axis_of_Socializing_Customers_Sample_of_Volkswagen_Beetle_Owners_Turkey


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Qgb sjub df {sdareqjdo yrioqjqz ioa edourmbs

esbiqbu mdsb edouejdru ioa joqb``beqri` edourmbsuioa |ioqu ioa bw{beqiqjdou df qgbub isb sjujol/ Qgjuujqriqjdo dc`jlbu misnbqjol qd ob| yrbuqu/


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Misnbqjol edmmrojeiqjdo giu i ujlojfjeioq

{dujqjdo fds qgb lddau |gjeg giu qgb uimb yri`jqz,uimb fbiqrsbu, ioa uimb {sjeb, bvbo {sdareba |jqgqgb uimb qbegod`dlz qd minb qgbm qd edmb joqd{sdmjoboeb/ Gbsbcz, gd| edm{iojbu isb cbjol

ubbo cz edourmbsu ju cbedmjol mdsb jm{dsqioq qgiqgd| qgbz isb qszjol qd cb ubbo/


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Od|iaizu, |gj`b edm{iojbu isb esbiqjol qgbjsedmmrojeiqjdo uqsiqblz, qgbz uqsjvb qd {sbuboq{sbfbssba csioau cz qinjol qgb fieqdsu qgiq isb

iffbeqjol eruqdmbs cbgivjdsu joqd ieedroq


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Csioau |gjeg isb obis`z joaju{bouic`b b`bmboqujo drs `jvbu udmbqjmbu {r`` igbia qgb {sdareq>edourmbs miz {sbfbs qgb csioa siqgbs qgio qgb{sdareq/ Fds qgiq sbiudo, csioa i|isbobuu, csioa

jmilb ioa csioa vi`rb edoeb{qu givb qgbujlojfjeioeb/


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Csioa jmilb ju io jm{sbuujdo |gjeg

edoodqiqjdou ioa {bseb{qjdou uqiz jo edourmbsumjoa/ Jq edoqijou i`` cb`jbfu ioa b`bmboqu qgiq iaavi`rb qd csioa/


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Qdaiz, mioz edourmbsu bvi`riqb {sdarequ |jqgqgbjs csioa jmilb ioa crz qgb jmilb odq qgb{sdareq /


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Jojqji``z, csioa jmilb ju abfjoba |jqg |giq jq ju

iuudejiqb |jqg jo edourmbsu mjoa, |giq jq sbmjoauqd edourmbs, jq qrsou qd crzjol cbgivjds ds odq, crqqgbo jq ju roabsuqdda qgiq jq {sdvjabu csioa `dzi`qz/Iq qgb {sbuboq qjmb, cbzdoa i oimb |gjeg joqsdareb

qgb {sdarebs, csioa cbedmbu i `jfbuqz`b/


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Csioa jmilb ju io jm{sbuujdo qgiq edourmbsgiu fds qgb csioa/ Ieedsajol qd iodqgbs abfjojqjdo,csioa jmilb ju qgb jaboqjqz |giq edm{ioz ju qszjolqd jm{dub qd qgb udejbqz/


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Jo qdaizu l`dci` misnbqu, {sdarequ isb odq cbjol

ajffbsboqjiqba ioa dob df qgb mduq jm{dsqioq |iz dfcbjol {sbfbssba ju sijujol qgb {sbfbsic`b csioa czesbiqjol csioa jmilb/


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Edourmbs |gd edoqiequ i sb`iqjdougj{ cbq|bbo

csioa jmilb ioa {sdareq jaboqjfz csioa jmilb |jqggjm$gbsub`f ioa qgru csioa jmilb cbedmbu mdsbjm{dsqioq/ Jo dqgbs |dsau, i csioa `jnb qgju{sdvjabu iaajqjdoi` vi`rb qd {sdareq ioa ubsvjeb/


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Qdaiz, csioau isb odq qgb b`bmboqu |gjeg minb{sdmjubu hruq icdrq qgb {bsfdsmioeb iozmdsb/Edourm{qjdo {sdebuu df i gjlg {bseboqilb ju ciubado csioau/


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Fsdm qgju {djoq df vjb|, bweb{q jqu bedodmjesd`b> csioau udeji`, er`qrsi` ioa {uzegd`dljei` sd`buedmb joqd {sdmjoboeb/ Csioau roabsqinb sd`bu `jnbabqbsmjojol edourmbsu jaboqjqz, miojfbuqjol

joajvjari` ajffbsboebu ioa {sdvjajol joqblsiqjdo|jqg udejbqz/


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Joajvjari`u fdsm df jaboqjfzjolgjmub`f$gbsub`f ugi{bu qgb

{rsegiujol cbgivjds/Gd| joajvjari`jaboqjfjbu gjmub`f$gbsub`f ioa |giqjm{sbuujdou adbu gb$ugb giu fds

gjm$gbsub`f isb i`` icdrq qgb{bsudoi`jqz edoeb{q/


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[bsudoi`jqz giu q|d ajmboujdou ab{boajol dojoajvjari`u d|o {bseb{qjdou/ \gj`b sbi` {bsudoi`jqz

ju `ddnjol fds qgb iou|bs df |gd im J ioa gd| Jedoujabs mzub`f yrbuqjdou, jabi` {bsudoi`jqz`ddnjol fds qgb iou|bs df |gd J |ioq qd cb ioagd| J |jug qd edoujabs mzub`f yrbuqjdou/


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Roadrcqba`z, joajvjari` |ioqu jqu sbi`{bsudoi`jqz qd jabi` {bsudoi`jqz/ Ldda, ubsvjeb ioa

csioa isb qgb bwqboau df edourmbsu {bsudoi`jqz/Edourmbsu |ioq qd crz i ldda$ubsvjeb ds csioa|gbo qgbz qgjon qgiq jq ju ic`b qd abvb`d{ dsi{{sd{sjiqb fds qgbjs sbi` ds jabi` {bsudoi`jqz ioa fds

udmb df qgb edourmbsu> qgb qgjol qgbz d|o ju i {isqdf qgbjs {bsudoi`jqz/


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Fds qgbub njoau df edourmbsu, {d{rìs csioau

isb ud jm{dsqioq, cbeirub qgbub njoau df edourmbsujaboqjfz qgbjs {bsudoi`jqz |jqg csioau {d{rìsjqz/Qgju ajsbeq`z ujqriqba sbìqjdougj{ cbq|bbo{bsudoi`jqz ioa csioa boursb edourmbsu {sbfbs qgb

csioa |gjeg ju mdsb edgbsboq qd qgbjs d|o{bsudoi`jqz {bseb{qjdo/


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Iu Miu`d| joajeiqbu> cbjol qdlbqgbs |jqg dqgbs

{bd{`b ioa edoqieq udeji` sb`iqjdougj{u ju i obba fds{bd{`b/ Edourmbsu edoujabs qgju arsjol qgb{rsegiujol {sdebuu i`ud/ Deeiujdoi``z, cbjol ieruqdmbs df i uqdsb, i e`jboq df i csioa ds i mbmcbs

df edmmrojqz eio cb io ieqri` sbiudo dfedourm{qjdo/


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\gj`b bw{ìjojol {duqmdabso edourmbsucbgivjds, |b ugdrà uqisq dff |jqg qgb iuurm{qjdo df

qgiq qgbz `jcbsi`jxb qgbjs ub`vbu, edoerssboq`z qgbzisb `ddnjol fds lddau ioa ubsvjebu |gjeg isb ic`b qdedoobeq qgbm |jqg i edmmrojqz/ Jo dqgbs |dsau,misnbqbsu ugdrà bw{ioa bobslz cdqg do

{bsudoi`jxjol qgb {sdareq ioa qgju {bsudoi` {sdarequgdrà cb ic`b esbiqb io bmdqjdoi` edoobeqjdo qgiqeirubu ed``beqjvb cbgivjds/


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Udei` Eruqdmbs ioa Csioa Edmmroqbu

Jo {sbuboq aiz> fjsmu |gjeg {sdvjabedmmrojeiqjdo fds jqu edourmbsu |jqg biegdqgbs ioa cbjol e`dubs |jqg dob iodqgbs

ur{{dsq edourmbsu bweb{q fsdm qgb mrqrièdmmrojeiqjdo cbq|bbo qgb fjsm ioaedourmbsu isb esbiqjol sbìqjdougj{u |jqgbieg dqgbs cz edoujabsjol edmmrojqz

edoobeqjdo/ Bm{`dzbbu, {sdarequ ioa ubsvjebfjbàu df qgb crujobuu ugdrà givb qgbur{{dsqjvb yri`jqz fds qgju urchbeq/


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Qgbub edmmrojqjbu |gjeg isb fdsmba cz `dzi`

eruqdmbsu df ebsqijo csioa edouqjqrqb cz vbszjm{dsqioq eruqdmbsu/ Fjsmu i`ud ugdr`a rqj`jxb qgbfbbacienu df qgbub edmmrojqjbu vbsz |b``/ Cbujabu,fds qgb ijm df sijujol qgb eruqdmbs `dzi`qz, fjsmu eio

{sdvjab udmb u{beji` ui`bu ioa eim{ijlo dffbsu fdsqgbub edmmrojqjbu mbmcbsu/


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Qgbsbcz, fjsm eio abvb`d{ `dol qbsmeruqdmbs sb`iqjdougj{u ioa givb vbszjm{dsqioq fbbacienu ioa i`ud givb qgb egioeb

qd edd{bsiqb |jqg jqu `dzi` eruqdmbsu/ Crq, dfedrsub qgbsb ju i sbvbsub df qgb mbai`/ Jq eio cb{bsebjvba sjunz fds mioz csioau qd csjol qgbubnjoau df edmmrojqjbu qdlbqgbs ioa {sdvjab qdugisb qgbjs d{jojdou ioa bw{bsjboebu icdrq qgblddau ioa$ds ubsvjebu


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Qgju mbqgda ju do`z ldda fds qgb edm{iojbu

|gjeg qsruq qgb yri`jqz ioa i`` vi`rbu dffbsba qdedourmbs/ Qgbub edmmrojqjbu lbobsi``z fdsmisdroa qgb csioau |gjeg isb qgsbiqbojol, givb `dolioa sjeg gjuqdsz ioa fjoi``z givb i {d|bsfr` jmilb/


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Jo csioa edmmrojqjbu, givjol i uqsdol

edoobeqjdo |jqg qgb csioa ju {sjoej{i` juurb/ Csioaedmmrojqjbu boursb qgiq eruqdmbs edoobeq i uqsdolsb`iqjdougj{ |jqg qgb csioa ioa gb$ugb minbu `dol`jvba jovbuqmboq qd qgb csioa/


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Cbujabu, jq edouqjqrqbu {dujqjvb |dsa df mdrqgedmmrojeiqjdo, csioa `dzi`qz ioa {d|bsfr` misnbqfds qgb `jebouba {sdarequ/ Obvbsqgb`buu, csioa-fbuqju io jm{dsqioq {`dq jo qgb {sdebuu df {isqjej{iqjol

qd qgb csioa edmmrojqz/


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Qdaizu gisa`z i{{sbejiqjvb, yrjen`z lbqqjolcdsba edourmbsu |ioq {sdarequ csioa jmilbuur{{dsq qgbjs d|o {bsudoi`jqjbu ioa |gj`bjoqsdarejol qgbjs ub`vbu qd drqbs |dsà> qgbziùd |ioq qd lbq cbobfjqu fsdm qgdub jmilbu/Cbeirub, jo qdaizu l`dci` misnbqu, i`qgdrlg,fds i csioa, jq ju vbsz ajffjer`q qd cb iamjsba ioa

i{{sdvba cz edourmbsu, qgbsb isb edourmbsu|gd isb boqgrujiuqu df csioa hruq `jnb mdvjbuqis fiou iùd/


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Esbiqjol i csioa edmmrojqz ju qgb mduqbffbeqjvb |iz qd mioilb edmmrojeiqjdo |jqg qgbboqgrujiuqu fds qgb csioau |gjeg givb boqgrujiuqu joqgju mioobs/


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Qgdub njoau df csioa edmmrojqjbu isb lsd|jol

`jnb i uod|ci``/ Jq miz cb dcubsvba qgiq udmbedourmbsu isb qgb mbmcbsu df qgb edmmrojqz arbqd cb io boqgrujiuq df qgb csioa ioa i`ud udmb dfqgbm isb rujol qgiq csioa hruq fds lbqqjol jovd`vba

qd qgb edmmrojqz/


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Uqsdol edmmrojqz sb`iqjdou eio cb buqic`jugba

jo fdrs {giubu |gjeg isb> cbq|bbo eruqdmbs ioa{sdareq, eruqdmbs ioa csioa, eruqdmbs ioaedm{ioz, ioa fjoi``z eruqdmbs ioa eruqdmbs/


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Csioa edmmrojqjbu isb u{beji`jxba ioa fdsmbacz qgb udeji` sb`iqjdou df edourmbsu |gd isb qgb

boqgrujiuq df i ebsqijo csioa/ Qgbz isb i`udlbdlsi{gjei``z rosbuqsjeqba edmmrojqjbu/Edmmrojqjbu eioodq cb sbuqsjeqba cz lbdlsi{gz,cbeirub csioau qsioueboa qgb lbdlsi{gz hruq `jnb

mbaji/ Qgju ujqriqjdo minbu qgb edmmrojqjbu mdsb|jabu{sbia ioa bffjejboq/


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Edmmrojqz edoeb{q ju i obq|dsn df udeji` sbìqjdoumisnba cz mrqri`jqz ioa bmdqjdoi` cdoau/ Qgbsb isbudmb sr`bu qd sblrìqb qgb joqbsieqjdo cbq|bbo imdoluqmbmcbsu/ Qgb fsbyrboez `bvb` df sbìqjdou cbq|bbo

lsdr{ ioa mbmcbsu iffbeq icjajol qgb sr`bu/ \gboedmmrojdo jo qgb lsdr{ joesbiubu, sbu{doujcj`jqz dfmbmcbs qd dob iodqgbs ju iùd sjujol/ Jo qgbub njoau dflsdr{u, edourmbsu sbìqjdougj{ |jqg csioa edm{sjubu

qgb edourmbsu sbìqjdougj{ |jqg csioa, {sdareq ruilbioa dqgbs edourmbsu |gd isb iùd rujol qgb csioa/


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Jq ju {duujc`b qd uqiqb qgb csioa edmmrojqz iu

edourm{qjdo urcer`qrsb/ Edourm{qjdo urcer`qrsbueio cb abfjoba `jnb udeji` lsdr{u jo |gjeg ebsqijocsioa, {sdareq ds edourm{qjdo ieqjvjqz ju ugisjol/


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I{{bisioeb df qgb uboub df \b siqgbs qgio J

joesbiubu qgb edmmjqmboq ioa iuudejiqjdo dfedmmrojqz/ Edmfdsq ioa qsruq fbb`jolu lbobsiqjolfsdm cbjol joe`rujvb df i lsdr{ joesbiubu qgb vi`rbqgiq edmmrojqjbu {sdvjabu fds joajvjari`u/


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Mrqri``z gb`{jol cbq|bbo mbmcbsu,

{isqjej{iqjdo qd {bsfdsmba ieqjvjqjbu ioa ieeb{qjoldqgbs mbmcbsu vi`rbu vd`roqisj`z isb qgb juurbu jocsioa edmmrojqjbu/


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Gbadoje vi`rbu df {sdarequ qgiq joajeiqbu

edourmbsu jaboqjqz ioa edmmrojqz gb$ugb cb`doluqd isb cbedmjol mdsb ujlojfjeioq qgio froeqjdoi`vi`rb df {sdarequ/ Jo dqgbs |dsau, edoobeqjdo vi`rb|gjeg sb{sbuboqu |giq {sdareq mbiou ju mdsb joqd

{sdmjoboeb qgio {sdarequ ruilb vi`rb/


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Edoobeqjdo vi`rb ju qgb vi`rb qgiq fdsmba czedourmbs |jqg {sdareq ioa csioa ioa qgbbovjsdomboq qgiq gb$ugb eio edmmrojeiqb |jqg/

Qgju vi`rb miz isjub fsdm csioa jqub`f, ioa i`udisbiu qgiq qgju csioa ju do ub``jol ds cbjol jo ruilbmiz gb`{ qd abvb`d{ edmmrojqz edouejdruobuu ioauqdsjbu icdrq csioa/ Edmmrojqz mbmcbsugj{ isjubu

fsdm bwjuqba ioa ugisba bw{bsjboebu ioa jq ju mdsbqgio fiugjdo ds fd``d|jol qsboa/


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Mrojx ioa DLrjoo '3;;9* |gd |dsn gisa ioa

givb yri`jfjba {rc`jeiqjdou do csioa edmmrojqz juurbuqiqbu qgsbb jm{dsqioq b`bmboqu df csioaedmmrojqjbu>


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Edouejdruobuu df Njoa

Edouejdruobuu df njoa ju icdrq qgb uqsdoledoobeqjdo fbb`jol cbq|bbo edmmrojqzmbmcbsu/ Mbmcbsu fbb` `jnb qgbz nod| bieg

dqgbs, i`qgdrlg qgbz givb obvbs mbq/@bljqjmiez ioa d{{dujqjdoi` csioa `dzi`qzedoeb{qu isb jm{dsqioq jo edouejdruobuu dfnjoa/ @bljqjmiez ju icdrq ruilb df csioa |jqg

sjlgq sbiudou/


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Ugisba Sjqri`u ioa Qsiajqjdou

Iodqgbs jm{dsqioq b`bmboq fds abvb`d{jol

ioa edoqjorjol df edouejdruobuu df njoa jusjqri`u ioa qsiajqjdou/ Qgbub isb lbobsi``zfdsmba cz eb`bcsiqjol qgb gjuqdsz df csioa

ioa ugisba csioa uqdsjbu/


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Uqdsjbu icdrq csioa ioa eb`bcsiqjdo dfodqb|dsqgz aizu df csioa edoqsjcrqb qd esbiqjol ioa

gbisjol ugisba vi`rbu imdoluq edmmrojqzmbmcbsu/ Dob df qgb uqdsjbu icdrq csioa gjuqdsz ju`dld ds ìcb` df qgb csioa/ \gj`b erssboq `dld dsìcb` giu edmmbseji` vi`rb, dàbs dob giu oduqi`lje

vi`rb/ Uqdsjbu jo bwegiolb isb b`bmboqu qgiq juugisba ioa qi`nba icdrq cz edmmrojqz mbmcbsu/


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Mdsi` Sbu{doujcj`jqz

Qd joursb `dol-qbsm ursvjvi` jq ju obebuuisz qdsbqijo dà mbmcbsu ioa joqblsiqb qgb ob| dobu/Qd {sdvjab qgju, sbu{doujcj`jqz edouejdruobuuugdrà cb abvb`d{ba/ I csdqgbsgdda uboub ju

esbiqba ioa qgb jabi df jf zdr rub iodqgbs csioa,zdr cbqsiz qgb edmmrojqz ugdrà cb abvb`d{ba/Jo qgju {sdebuu, jf udmb bssdsu deers, edmmrojqzmbmcbsu qsz qd dvbsedmb cz gb`{jol bieg dqgbs/

Jo qgju sbu{beq, csioa edmmrojqjbu {bsfdsm`jmjqba ioa u{beji`jxba mdsi` sbu{doujcj`jqz/


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Qgb vi`rb esbiqjdo {dqboqji` df fjsm-buqic`jugbacsioa edmmrojqjbu |iu fjsuq vjb|ba fsdm i

eruqdmbs-eboqsje {bsu{beqjvb/ [bd{`b hdjo csioaedmmrojqjbu iu qgbz 'i* joesbiub qgb jof`rboeb dfedourmbsu jo csioa ugi{jol, 'c* sb{sbuboq iojm{dsqioq jofdsmiqjdo sbudrseb icdrq qgb csioa,

ioa 'e* {sdvjab |jabs udeji` cbobfjqu qd qgbjsmbmcbsu qgsdrlg qgb joqbsieqjdo |jqg dqgbsedmmrojqz mbmcbsu ioa qgb csioa jqub`f/

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Brand Communities in the Axis of Socializing Customers