Identification in Hyper-Loyalty Brand Communities

MAKING OF CULT BRANDS, Swapna Gopalan, ed., ICFAI Press: Andhra Pradesh, India, 2007

8 Pages Posted: 24 Mar 2009

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

EMLYON Business School; Department of Marketing, School of Business and Economics, Linnaeus University; Sabanci Business School, Sabanci University

Multiple version iconThere are 2 versions of this paper

Date Written: 2007

Abstract

An ever lasting urge to uncover "the strategy" of building brand loyalty has been motivating marketers for decades. However, simply establishing the same discovered "template" for al l products and brands has been the pursued agenda, without any further interest in examining the deeper phenomenological processes involved wi th such loyal consumer behavior of various degrees. Among such, consumer communities (Muniz and O'Guinn 2001) created around and directed by part icular brands, yielding to hyper-loyalty (McAlexander and Schouten 1998; Ebstein, Betou et al. 1999), is critical for comprehending underlying dynamics of sustainable long-term competitive advantage. While effectiveness and efficiency have been regularly drawn upon to explain advantageous resources (Hunt 2002); I contend, that deeper comprehension of consumer hyper-loyalty needs to be also integrated.

Keywords: brand-loyalty, brand community, identification

JEL Classification: M30

Suggested Citation

Ozturkcan, Selcen and Ozturkcan, Selcen, Identification in Hyper-Loyalty Brand Communities (2007). MAKING OF CULT BRANDS, Swapna Gopalan, ed., ICFAI Press: Andhra Pradesh, India, 2007, Available at SSRN: https://ssrn.com/abstract=1363795

Selcen Ozturkcan (Contact Author)

EMLYON Business School ( email )

23 Avenue Guy de Collongue
Ecully, 69132
France

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/

Sabanci Business School, Sabanci University ( email )

Istanbul
Turkey

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