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Journals / Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi / 2016 / Cilt: 38 - Sayı: 1

EGO STATES IN BRAND-CONSUMER TRANSACTIONS

Sema Kurtuluş
Taşkın Dirsehan
Pages
211–228
Publication Date
2016-06-01
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

So, brand managers should recognize the ego states of brands and consumers to build complementary transactions in their strategy of marketing communications.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Psychology-related concepts such as personality are used in branding in order to target people who have personalities congruent with the personality created for brands.
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Key Findings & Data:To reach these people, companies use integrated marketing communication.
💡
Conclusion & Impact:So, brand managers should recognize the ego states of brands and consumers to build complementary transactions in their strategy of marketing communications.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Marka Benlik Durumları · Transaksiyonel Analiz · Pazarlama İletişimi

Abstract

Psychology-related concepts such as personality are used in branding in order to target people who have personalities congruent with the personality created for brands. To reach these people, companies use integrated marketing communication. Thus, being a psychology- and communication-related theory, transactional analysis is proposed in this study to evaluate the transactions between consumers and brands in terms of ego states.This exploratory study provides a tool to identify the ego states of brands and consumers in different sectors. The results propose that consumer-brand transactions may differ according to different sectors and different brands. So, brand managers should recognize the ego states of brands and consumers to build complementary transactions in their strategy of marketing communications.

Özet

Psychology-related concepts such as personality are used in branding in order to target people who have personalities congruent with the personality created for brands. To reach these people, companies use integrated marketing communication. Thus, being a psychology- and communication-related theory, transactional analysis is proposed in this study to evaluate the transactions between consumers and brands in terms of ego states.This exploratory study provides a tool to identify the ego states of brands and consumers in different sectors. The results propose that consumer-brand transactions may differ according to different sectors and different brands. So, brand managers should recognize the ego states of brands and consumers to build complementary transactions in their strategy of marketing communications.

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Cite This Article

Kurtuluş, S., Dirsehan, T. (2016). EGO STATES IN BRAND-CONSUMER TRANSACTIONS. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 38 - Sayı: 1, 211–228. https://ajindex.com/articles/6432

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