The moderating role of Brand Community in the relation between Customers’ interactions and Brand Loyalty (Field study)

The purpose of this research is to investgate the different effects of Customers’ interactions whether positive or negative on the brands’ Loyalty, and examine how the brand community moderates the relationship between the variables used in Egypt's automobile industry.
There is a significant positive effect of customers’ interactions on brand loyalty both Positive interactions have a significant positive effect on Brands’ Loyalty, and negative interactions have a significant negative effect on Brands’ Loyalty. Also, Brand community will moderate Based on the extent of consumer interactions through the brand community, the following is the relationship between customer interactions and brand loyalty:
First, High customer positive interactions in brand community have a significant high positive effect on Brands’ Loyalty and High customer negative interactions have a significant high negative effect on Brands’ Loyalty.
Second, Low customer positive interaction in brand community have a significant low effect on Brands’ Loyalty and Low customer negative interactions have a significant low negative effect on Brands’ Loyalty.
The effect of Customers’ interactions with both positive and negative interactions has been applied abroad in different industries, and it is a fact that most scientific research on Customers’ interactions has been executed in
Western countries and Western Europe. Therefore, this study fills the gap in the existing literature. It will be applied for the first time in Egypt while studying the vital role of the moderator “Brand Community” to test the relationship between the two variables in in automotive sector in Egypt.