The aim of this paper is to examine the brand identity construction of user-generated brands (UGBs), using discursive and visual analysis of UGBs’ social media material in an attempt to contribute to a better understanding of this relatively new branding phenomenon. We specifically focused on two such brands: Airbnb and Couchsurfing. Our main findings reveal the emerged themes: the access to th...

This commentary underscores the integrative nature of the identity-based motivation model (Oyserman, 2009). We situate the model within existing literatures in psychology and consumer behavior, and illustrate its novel elements with research examples. Special attention is devoted to, 1) how product- and brand-based affordances constrain identity-based motivation processes and, 2) the mindsets a...

Research interest around athlete and human branding has increased significantly over recent years, however gaps are evident in terms of cohesive strategic direction consensus important issues. This study aims to address those determine a for future research by providing an in-depth systematic literature review existing material on branding. A total 63 articles published 27 academic journals bet...

Küresel tedarik zinciri içinde yer alan limanlar yoğun rekabet ortamında müşterilerin ilgisini çekmek ve mevcut müşterilerini tutundurmak zorundadırlar. Bu zorlu yarış, güçlü bir marka oluşturarak, markanın mesajını doğru şekilde müşterilere ileterek kişiliği bileşenleri üzerinden konumlandırma ile başarılabilir. Fakat limanların coğrafi özelliklere dışsal faktörlere (örn. pandemi vb.) göre değ...