STUDY ON THE EFFECT OF USE OF LUXURY BRAND DURING THE SOCIAL IDENTITY PROJECTION OF INDIVIDUALS

Abstract

The “Social Identity Theory”, which has been developed by Henri Tajfel & John Turner, is defined as “the part of personality perception of individual, which is created with an individual’s membership a group, knowledge with this membership, paid attention and emotional commitment on this membership”. Social identity theory, beyond private and personal identities, touches upon the identity of a specific group membership. According to the researches about this issue, individuals reflect their social identities in the society with the products that they consumed and with the brands that they used. In this study, social identity and social identity theory is evaluated by defining the concept of identity firstly. After that, the definition of brand and the brand identity with the definition of luxury and luxury brand is made; in the end, the effect of use of luxury brand during the social identity projection of individuals is touched upon.

Authors and Affiliations

Selen BUTGEL TUNALI

Keywords

Related Articles

DIGITAL TRANSFORMATION OF CARRICATURE IN TURKEY: UYKUSUZ MAGAZINE

Years of 2000’s can be defined as “digital age.” In this digital age, it is seen that digitalization creates new concepts and approaches and it even affects our daily lifes. Changes have seen on different areas of art...

DÖNEMİN YENİ DADAİST TAKTİĞİ: “SWEDED” FİLMLER VE MICHEL GONDRY’NİN LÜTFEN BAŞA SARIN FİLMİ ÜZERİNE DÜŞÜNCELER

Michel Gondry tarafında yazılıp yönetilen komedi-drama türündeki Lütfen Başa Sarın (Be Kind Rewind, 2008) filmi, sweding adı verilen yeni ve eleştirel bir kültürel uygulama başlatması nedeni ile alternatif bir film olara...

YENİ MEDYANIN OLANAKLARI: SEMANTİK WEB

Bireyler için her şey metinlerden ibarettir. Bu metinler iletişim süreciyle hedefe aktarılmakta ve bu aktarmalarda da kanal ya da ortam önemlidir. Bu çalışmada da iletişim sürecince ortamın teknolojiyle birlikte geçirdiğ...

BLOGS AS A WEB 2.0 APPLICATION: DYNAMICS OF BLOGS AND BLOGOSPHERE

Blogs are defined as spheres in where personal ideas and networks presented on the Web. Blogs, also, believed as the birth of a newfangled kind of a journalism as well as a means of shaping democracy. Plus, blogs are sig...

SOSYAL MEDYAYA HALKLA İLİŞKİLER PERSPEKTİFİNDEN ELEŞTİREL BİR BAKIŞ

Kavramların katman katman içinin boşaldığı, bedenlerin kamusallaştığı dijital dünyada, bilgisayar ekranına tek tuşla bağlanan ruhlar, hayatlarını perdesiz bir biçimde herkese teşhir etmektedir. Bu sistem içinde sevdikler...

Download PDF file
  • EP ID EP138724
  • DOI 10.7456/10603100/004
  • Views 111
  • Downloads 0

How To Cite

Selen BUTGEL TUNALI (2016). STUDY ON THE EFFECT OF USE OF LUXURY BRAND DURING THE SOCIAL IDENTITY PROJECTION OF INDIVIDUALS. The Turkish Online Journal of Design, Art and Design (TOJDAC), 6(3), 326-334. https://europub.co.uk/articles/-A-138724