THE ROLE OF BRAND COMMUNITIES IN INCREASING BRAND LOYALTY THROUGH BUILDING BRAND TRUST FOR REAL ESTATE COMPANIES IN ISTANBUL, TURKEY

Abstract

The use of the Internet and social networks is now increasingly growing, and this has helped to create online communities that can assess companies and their goods through multiple methods that are limited by social networking sites. This has driven businesses to adapt social media as a critical marketing channel to inspire their brands and boost brand loyalty with their consumers. The goal of this research is to explore the effect of brand communities and satisfaction on brand trust, which in turn has an impact on brand loyalty. In addition, recent research measures the relationship between brand trust, electronic word of mouth (eWOM), repurchase intention and brand loyalty. In addition, the study explores the effect of eWOM on repurchase intention. Data was obtained online using a convenience sample from an automotive firm in Turkey, Arizona , using its brand audience on Facebook. 233 respondents answered the questionnaire. The research results showed a significant relationship between the constructs under investigation. For example, the study verified the major effect of brand communities and satisfaction on brand trust. In addition, the findings showed a favorable effect of brand trust, eWOM and repurchase intention on brand loyalty. The analysis also showed that eWOM had a positive effect on the repurchase intention.