Abstract:

The purpose of this study is; to examine how social needs, one of the sub-dimensions of the dynamic process of symbolic consumption, play a role in consumers' brand choices in the context of symbolic messages. In this study, using the social needs model categorized according to consumer needs, the concepts of collectivism / individualism, self-congruence, brand influence, brand identity and brand loyalty were examined and hypothesis tests were conducted. The data are obtained from consumers who have experienced Volkswagen brand cars. The model was tested using confirmatory factor analysis and structural equation model. The sample of this research is limited to Volkswagen vehicle users living in Rize city. The findings revealed the important mediating role of brand influence in symbolic consumption. Moreover; It has been found that there is no mediating effect on the relationship between self-congruence and brand awareness, collectivism / individualism, and brand influence, which has been demonstrated in previous symbolic consumption studies. Brand effect in social need model; It shows a mediating effect between collectivism / individualism, self-congruence, brand identity and brand loyalty. Businesses operating in the market have to highlight symbolic features that emphasize social needs in order to differentiate their products / brands from competitors. Although the features of goods and services are similar, small differences that can be created with symbolic elements can affect the purchasing decision of the consumers. Therefore, in addition to their functional features, products should be designed by taking into account the symbolic features that will gain the sympathy and appreciation of the consumers.

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