We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Marka Kişiliği Kavramı Bağlamında Netnografik Bir Araştırma: Starbucks ve Kahve Dünyası Örneği.
- Authors
OBUS, Feride; ETİ İÇLİ, Gülnur
- Abstract
Companies attempt to ensure the demands and needs of today's consumers who look for difference by making a difference. One of these differences is to determine the personality traits for the brand. At this point, companies make a difference by determining the personality of the brands just like the personality traits given to people before they offer their products to the markets, and they become competitive to the extent of this difference created. In this study, the brands "Starbucks and Kahve Dünyası" were chosen as samples and this study aimed to reveal the brand personalities of these two brands. In order to determine the brand personalities, Aaker's Brand Personality Scale Model was taken as a basis and Instagram, social media tool, which has lots of users and is visual-based was chosen to collect data. The posts shared on the official Instagram accounts of the brands "kahvedunyası" and "starbucks_tr", the captions written under the posts, and the consumer comments on the posts were collected as data between December 1, 2020 and March 31, 2021. The data were collected using the netnography method and analyzed in the Maxqda Program which is a qualitative analysis program. The findings of the study indicated that Kahve Dünyası predominantly had sincerity as the main category, and Starbucks had excitement as the main category from the brand personality traits.
- Subjects
STARBUCKS Corp.; BRAND personification; MODELS &; modelmaking; SOCIAL media; CONSUMERS; ACQUISITION of data
- Publication
Balkan & Near Eastern Journal of Social Sciences (BNEJSS), 2022, Vol 8, Issue 3, p86
- ISSN
2149-9314
- Publication type
Article