EGO STATES IN BRAND-CONSUMER TRANSACTIONS

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Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi
Volume:38 Issue:1
EGO STATES IN BRAND-CONSUMER TRANSACTIONS

EGO STATES IN BRAND-CONSUMER TRANSACTIONS

Authors : Sema Kurtuluş, Taşkın Dirsehan

Pages : 211-228

Doi:10.14780/iibd.34458

View : 46 | Download : 17

Publication Date : 2016-06-01

Article Type : Research Paper

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.
Keywords : Marka Benlik Durumları, Transaksiyonel Analiz, Pazarlama İletişimi

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