Brand Communities in the Axis of Socializing Customers: Sample of Volkswagen Beetle Owners, Turkey

Selda Basaran Alagoz (), Nezahat Ekici () and Mahmut Sami Islek ()
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Selda Basaran Alagoz: Karamanoglu Mehmetbey University, Faculty of Business, Department of Business Administration, Pro-duction Management and Marketing Division
Nezahat Ekici: Karamanoglu Mehmetbey University, Faculty of Business, Department of Business Administration, Pro-duction Management and Marketing Division
Mahmut Sami Islek: Karamanoglu Mehmetbey University, Faculty of Business, Department of Business Administration, Pro-duction Management and Marketing Division

Ege Academic Review, 2011, vol. 11, issue 3, 465-477

Abstract: Alongside traditional media in which brands communicate with their customers, the platforms which provide interaction between customers and the brand come into prominence. In these platforms, mutual interaction ismore considerable customers have chance to be closer to other customers by having conversation via these platforms. One of the most significant consequences of this case is brand communities. Brand communities are a kind of social group and these are the brand communication channels that ever socializing customers consider them as a tool of self expression. Beside this, it also provides a multiple relationship network between the brand and customers.This study intends to examine Volkswagen Beetle Turkey Organization that is one of the brand communities based on conducting relations between the brand and its enthusiasts as an essential point. Literature review and results of the survey applied to the community members have taken place in the study. For this purpose, first brand community concept has been addressed and then Volkswagen Beetle brand has been evaluated for what it brings to marketing communication by a questionnaire which contains statements about participation, identification with virtual community, satisfaction with virtual community, degree of influence, word of mouth, brand image, community loyalty and interaction preference.

Keywords: Brand communities; social customers; Volkswagen Beetle (search for similar items in EconPapers)
Date: 2011
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