Brand Trust and Brand Loyalty among Internal Customers in the Automotive Industry

Sinan İlze; Hasan Boztoprak; Bahaddin  Sinsoysal; Selahattin  Sari

doi:10.15408/etk.v25i2.47158

Authors

Sinan İlze https://orcid.org/0000-0001-8986-7855
Hasan Boztoprak İstanbul Beykent University https://orcid.org/0000-0002-7560-367X
Bahaddin Sinsoysal İstanbul Beykent University https://orcid.org/0000-0003-2926-2744
Selahattin Sari Doğuş University https://orcid.org/0009-0003-9074-5304

DOI:

https://doi.org/10.15408/etk.v25i2.47158

Keywords:

internal marketing, employee brand perception, brand relationship, organizational reputation, internal customer

Abstract

Research Originality: This study offers a novel perspective by conceptualizing automotive industry employees as "internal customers" and examining how brand, firm, and consumer–brand relationship characteristics shape internal brand trust and loyalty.

Research Objectives: This study aims to examine the impact of brand characteristics, firm characteristics, and consumer–brand relationship characteristics on employees' brand trust, as well as the effect of brand trust on brand loyalty.

Research Method: Data collected from 780 automotive industry employees were analyzed using structural equation modeling (SEM) to test the relationships among the variables.

Empirical Results: Brand characteristics, company characteristics, and consumer–brand relationship characteristics exert a positive influence on brand trust. Brand trust, in turn, significantly enhances brand loyalty. Among the antecedents, brand characteristics and consumer–brand characteristics demonstrate stronger explanatory power than company characteristics.

Implications: Automotive firms should regard employees not merely as organizational members but also as internal brand stakeholders. Strengthening employees' trust in the brand may enhance internal brand loyalty and support external customer-oriented brand performance.

JEL Classification: M31, N34

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