VIRTUAL BRAND COMMUNITIES AND BRAND LOYALTY: THE CASE OF NIKON

Along with the development of production technology, the increases of product alternatives, enterprises are testing different strategies by creating an emotional connection with the consumer for the creation of brand loyalty. Brand communities are one of the strategies of creating brand loyalty. These communities, which was formed by consumer groups that converge around a brand with common values, develop multiple relationships between consumer and brand. In this study, it is desirable to examine the impact of virtual brand associations on brand loyalty. For this purpose, a survey study has been made with the members of the virtual brand community of one of the leading firms of its sector, Nikon. The questionnaire related to the survey study was sent online to the members of the community and analyzes were made based on 284 questionnaires. As a result of the obtained data, it was determined that the reward effect of the characteristics of the virtual brand community and the interaction variables between the members are effective on the loyalty of the virtual brand community. It is also found the result that loyalty towards community is effective on brand loyalty and purchase intention. As a result of the research, proposals were presented about strategies of brand loyalty development of enterprises through virtual brand communities