The Effects of Brand Trust, Brand Love and Brand Loyalty on Word-of-Mouth Communication Intention

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Çelik Z., Aydın İ., Saydan R.

EGE 10th International Conference on Social Sciences, İzmir, Turkey, 22 - 24 December 2023, vol.1, pp.1484-1489

  • Publication Type: Conference Paper / Full Text
  • Volume: 1
  • City: İzmir
  • Country: Turkey
  • Page Numbers: pp.1484-1489
  • Van Yüzüncü Yıl University Affiliated: Yes

Abstract

The purpose of this study is to examine the effects of brand trust (BT), brand love (BL) and brand loyalty (BLY) on word-of-mouth communication intention (WOMCI). Data was collected from 208 people in the target population using an online survey. The research model was tested by running structural equation modeling. It has been supported that the research model has structural validity. The results confirm that the positive effects of BT, BL, and BLY on WOMCI are significant. In other words, according to the results, bank customers' WOM communication intentions increase increase depending on brand trust, brand love and brand loyalty. A discussion of these results is provided in the study.