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Identification in Hyper-Loyalty Brand Communities
Ozyegin University, Istanbul, Turkey.ORCID iD: 0000-0003-2248-0802
2005 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

For decades, marketers sought "the strategy" for building brand loyalty. When they succeeded in achieving extreme brand loyalty with customers, marketers simply followed the same template for other products and brands without bothering to examine the deeper, phenomenological processes involved with such loyal consumer behavior. Extreme brand loyalty can be thought of as consumer communities (Muniz & O'Guinn, 2001) created around and directed by particular brands--hyperloyalty as defined by McAlexander and Schouten (1998), and Ebstein, Betou, Storakers and Torner (1999). It is critical to comprehend the underlying motives that exist in the marketplace for longterm sustained competitive advantage. Hunt (2002) states that effectiveness and efficiency are the keys for advantageous resources, but are these two criteria sufficient for a full and complete understanding of consumer hyper-loyalty?

Place, publisher, year, edition, pages
2005.
Keyword [en]
brand community, identification, hyper-loyalty, brand loyalty
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-39175OAI: oai:DiVA.org:hj-39175DiVA, id: diva2:1198651
Conference
2nd Annual Management Congress at Mugla University, February 17, 2005, Mugla, Turkey.
Available from: 2018-04-18 Created: 2018-04-18 Last updated: 2018-05-03Bibliographically approved

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Özturkcan, Selcen

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