Özet:

Today, marketing has begun to serve the purpose of a long-term relationship with customers. As a result of the developments, this goal has begun to be experienced more abstractly at the level of brands. In this framework, the concept of loyalty assessed towards the company or product has also taken the form of brand loyalty. However, the exclusion of competitive instruments does not mean that the benefit provided by the brand and product is also completely symbolized. This also brings us the concept of brand image and brand benefit. As the applied holding activities began to lose the impact, the role of oral to oral communication in marketing also increased. This study has studied the impact of brand image and brand benefit on brand loyalty and positive WOM. For this purpose, the data collected with the survey method has been used and the relationship between the structural equality model and the variables has been explained. The research finds that the brand benefit affects the brand loyalty and the positive communication from mouth to mouth, and that the brand image affects the brand loyalty and the positive WOM, and that there is a strong positive relationship between the brand benefit and the brand image.

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