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dc.contributor.advisorSandıkçı, Özlem
dc.contributor.authorOmeraki, Sachfer
dc.date.accessioned2016-01-08T18:16:39Z
dc.date.available2016-01-08T18:16:39Z
dc.date.issued2010
dc.identifier.urihttp://hdl.handle.net/11693/15315
dc.descriptionAnkara : The Department of Management, Bilkent University, 2010.en_US
dc.descriptionThesis (Ph. D.) -- Bilkent University, 2010.en_US
dc.descriptionIncludes bibliographical refences.en_US
dc.description.abstractRecent studies on brands, branding and brand communities reveal the processes of brand development, and the actors that take part in these processes. Research also looks at consumers’ individual and collective practices for the creation of brand value and the transformation of firm-based brand meanings. This study contributes to these literatures by exploring two key questions. First, how brands develop and who participates in these brand building processes? Second, how consumers experience and practice brands that become highly problematic? A two stage ethnographic study explores the multiple actors that shape the development of brands, and consumers’ lived experiences with problematic brands in the context of gated communities in Istanbul. Data were collected from developers, governmental and financial institutions, media representatives and consumers, using indepth interviews, observations, commercial media accounts, official documentary records and visual data. The findings reveal that brand-building processes begin much before their launch, and multiple actors play role in these dynamic processes. Rather than tension free, conflicts within and among brand stakeholder groups discipline brand construction performances. On the consumer side, homeowners execute individual and collective brand practices to contest brand rumors and stereotypes, and to negotiate appropriate brand performances. Tensions intensify with the move into the branded house, forming a rather non-democratic community. Overall, the branded house is a complex and multidimensional consumer object that embraces dynamic political, social, cultural, and economic tensions.en_US
dc.description.statementofresponsibilityOmeraki, Sachferen_US
dc.format.extentix, 326 leaves, illustrationsen_US
dc.language.isoEnglishen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectbrandsen_US
dc.subjectpractice theoryen_US
dc.subjectmaterialityen_US
dc.subjectgated communitiesen_US
dc.subjectbranded houseen_US
dc.subjectbrand-building processesen_US
dc.subjectbrand rumors and stereotypesen_US
dc.subjectbrand stakeholdersen_US
dc.subjectbrand ownershipen_US
dc.subjectbrand communityen_US
dc.subjectbrandingen_US
dc.subject.lccHD69.B7 O54 2010en_US
dc.subject.lcshBranding (Marketing)en_US
dc.subject.lcshBrand name products--Management.en_US
dc.subject.lcshBrand name products--Marketing.en_US
dc.subject.lcshBrand choice.en_US
dc.subject.lcshGated communities.en_US
dc.subject.lcshCommunity life.en_US
dc.subject.lcshConsumer behavior.en_US
dc.titleBranded gated communities : marketing and consumer perspectivesen_US
dc.typeThesisen_US
dc.departmentDepartment of Managementen_US
dc.publisherBilkent Universityen_US
dc.description.degreePh.D.en_US


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