The effect of consumer-brand identity on brand evangelism: A research on car users

The main purpose of this study, which focuses on the concepts of brand identity and brand evangelism, is to determine the relationships between brand satisfaction, brand reputation, consumer-brand identity and brand evangelism variables in the context of the automotive industry. In addition, it was aimed to determine the statistical differentiation of demographic characteristics in terms of these variables. In the study, the answers of 379 car owner participants were accessed through an online survey application within the framework of the quantitative analysis method in order to access the data for these purposes. The obtained data were analyzed in SPSS 26 statistical package program. As a result of the analysis, it has been determined that there are pnificant relationships between brand satisfaction, brand reputation, brand identity and brand evangelism. In the regression analysis, it was seen that brand identity explains brand evangelism by 48% (R2=.485).