Identification in Hyper-Loyalty Brand Communities

2nd Annual Management Congress at Mugla University, February 17, 2005, Mugla, Turkey

7 Pages Posted: 24 Mar 2009 Last revised: 20 Jul 2009

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Multiple version iconThere are 2 versions of this paper

Date Written: February 17, 2005

Abstract

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--hyper-loyalty 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 long-term 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?

Keywords: hyper-loyalty, brand community, identification, brand loyalty

JEL Classification: M30

Suggested Citation

Ozturkcan, Selcen, Identification in Hyper-Loyalty Brand Communities (February 17, 2005). 2nd Annual Management Congress at Mugla University, February 17, 2005, Mugla, Turkey. Available at SSRN: https://ssrn.com/abstract=1362445 or http://dx.doi.org/10.2139/ssrn.1362445

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

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