ONLAYN BREND İCMALARI VƏ BREND SADIQLIYI: İSTEHLAKÇI SATINALMASINA TƏSIR EDƏN AMILLƏR
ONLINE BRAND COMMUNITIES AND BRAND LOYALTY: FACTORS AFFECTING CONSUMER PURCHASE

Summary/Abstract: Online brand communities provide a platform for customers to connect with each other and the brand, share experiences and provide feedback. These communities offer a sense of belonging and shared values that can lead to customer loyalty, increased sales and brand advocacy. Online brand communities can also provide businesses with valuable insights into customers' needs and preferences, allowing them to create more tailored products and services. The purpose of the study is to investigate the effect of online brand communities on brand loyalty and to analyze the factors that determine this effect. For this purpose, the concepts of online brand communities and brand loyalty were investigated and the relationship between them was highlighted. In the study, the effect of brand loyalty on purchase intention was also checked, and a positive and significant result was obtained. According to this result, the strategies of enterprises to build brand loyalty can lead to an increase in purchase intention by increasing customers' brand loyalty and consistent brand choices. As a result, investing in online brand communities has a positive impact on important factors such as brand loyalty and customer satisfaction. In this way, businesses can increase customer loyalty and sales and contribute positively to their overall success.

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