The relationship between the expected benefits of brand communities and brand commitment: A research on the members of Gnctrkcll brand community

Online brand community is a tool for building relationship with consumers. At the same time, it is a new marketing channel which companies use to access consumers. In this research Gnctrkcll brand community which was established by Turkcell Mobile Phone operatör in Turkey is taken as the research subject to explore the level of participation; perceived benefits and the effect of perceived benefits on brand committment.