Vol. 7 No. 3 (2022): Turkish Journal of Marketing
Articles

Factors affecting brand love in the metaverse world and the effect of brand love on word-of-mouth marketing

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  • Şimal ÇELİKKOL
Şimal ÇELİKKOL
Assist. Prof. Dr., Beykent University, İstanbul, Turkiye
DOI: https://doi.org/10.30685/tujom.v7i3.162

Published 09/25/2022

Keywords

  • Metaverse, Marka İmajı, Marka Güveni, Marka Aşkı, WOM
  • Metaverse, Brand Image, Brand Trust, Brand Love, WOM

How to Cite

ÇELİKKOL, Şimal. (2022). Factors affecting brand love in the metaverse world and the effect of brand love on word-of-mouth marketing. Turkish Journal of Marketing, 7(3), 148–161. https://doi.org/10.30685/tujom.v7i3.162

Copyright (c) 2022 Şimal ÇELİKKOL

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

The Metaverse world has emerged as the most discussed and attention-grabbing concept of recent years. Businesses that want to participate in Metaverse pay attention to their branding processes to be ready for competition; It tries to make consumers feel brand love by creating brand trust and brand image. In this context, brand love increases their chances on the road to profitability with the increase in word-of-mouth marketing. In this study, an online survey was applied to the customers of an international sportswear brand in the Metaverse world. In this study, an online survey was conducted for the customers of an international sportswear brand in the Metaverse world and data was collected from 380 people. According to the research findings, it has been determined that customers in the Metaverse world have high brand trust and brand image, and these antecedents make customers feel brand love. In addition, it has been concluded that customers who love the brand increase WOM by sharing their satisfaction with their environment.

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