The effect of brand relationship quality level on word of mouth

The aim of this research is to examine the effect of brand relationship quality level on word of mouth communication. The universe of the research is made up of cosmetic product users aged 18 and over living in İzmir city center. Quantitative research method was used in the study and the data were obtained through the survey. A total of 465 surveys were evaluated. The data obtained were analyzed using the SPSS package program. Frequency analysis, descriptive factor analysis, correlation analysis, multiple linear regression analysis T-test and one-way ANOVA analyses were applied to the data obtained. As a result of the frequency analysis, it was found that the most preferred cosmetic brand of the participants was Nivea, the most frequently purchased cosmetic product group, skin care products, and the source advertisements where they collected the most information in cosmetic purchases. As a result of the factor analysis, seven dimensions related to brand relationship quality emerged. These dimensions; love/passion, personal commitment, nostalgic bonding, intimacy/intimacy, bond of singness, common quality and behavioral solidarity. As a result of the factor analysis, three dimensions related to word of Mouth communication emerged. These dimensions; mouth to mouth communication before purchase, positive word of mouth communication after purchase and negative word of mouth communication after purchase. As a result of the correlation analysis, it was revealed that there are moderate and low levels of positive and negative relationships between brand relationship quality dimensions and word of mouth communication varribles. As a result of multiple linear regression analyses, it has been revealed that brand relationship quality dimensions (love/passion, nostalgic bond, personal commitment, common quality) effect the size of word of mouth communication before purchase from word of mouth communication dimensions. As a result of another multi regression analysis, it effects the positive word of mouth communication size after purchase from brand relationship quality dimensions (love/passion, behavioral solidarity) from word of mouth communication dimensions. Looking at the result of the difference analyses; Among the quality of the demographic characteristics of the participants, it has been revealed that singles have a more positive perception than those with a high level of education than those with low educational education levels than those with low income incomes. In addition, it was found that women's brand relationship quality scores were higher than that of male participants.