The effect of brand communities in brand loyalty, Vosvos (Volkswagen Beetle) sample

Nowadays, many companies and marketers are creating brand loyalty as the main strategy of marketing. Thus, the companies are trying to improve their relations with consumers in order to find loyal consumers to their brand. In addition, consumers are also creating brand communities with the channels formed by the brand or by using the brand services to get information about the brand, and to be aware of the positive / negative feedback about the brand. These brand communities provide to consumers the most active communicating opportunity. The aim of this study is to measure the effect of brand communities in the brand loyalty of consumers who are members of Vosvos brand community. In the study, 400 people in the Vosvos brand community were reached through online survey. Linear regression analysis was used to analyze the data obtained in the study and to test the effect of brand communities on brand loyalty. In the light of the results obtained from the study; it is determined that brand community commitment, brand trust and availability times in the brand community affect consumers positively who are in the brand community regarding the formation of brand loyalty of Vosvos brand. Key Words: Brand, Brand Communities, Brand Loyalty