The primary objective of this study is to analyze the effects of electronic word of mouth and brand authenticity on purchase intention, and to evaluate the mediating role of brand equity in these relationships. This research was carried out among users of the top 10 automobile brands that achieved the highest sales volumes in Turkey during the period from 2004 to October 2023. The group sampling approach was employed to accurately represent the universe. A total of 522 automotive users were contacted via the internet and authorized sales dealers. Data analysis was conducted using the SPSS 26 and AMOS 23 software packages. The study conceptualized electronic word of mouth communication as a single-dimensional construct, whereas brand authenticity was analyzed through its components of originality and reliability. The mediating variable, brand equity, was examined across three dimensions: perceived quality, brand loyalty, and brand awareness. Meanwhile, the dependent variable, purchase intention, was assessed as a unidimensional construct. The analyses revealed that electronic word of mouth and brand authenticity have a significant effect on consumers' purchase intention, and that brand equity serves as a mediating variable in this relationship.
SEVER et al. (Thu,) studied this question.