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Marka Kaçınması, Marka Nefreti ve Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi: Spor Giyim Tercih Eden Tüketicilere Yönelik Bir Araştırma

Year 2020, Volume: 4 Issue: 3, 577 - 602, 30.09.2020
https://doi.org/10.29023/alanyaakademik.707211

Abstract

Araştırma tüketicilerin marka kaçınması boyutlarının (deneyimsel, kimlik, ahlaki, eksik değer ve reklam) marka nefreti ve satın alma niyeti üzerindeki etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Çalışmanın evreni, Gaziantep’te spor giyim markaları satan mağazalardan alışveriş yapmış ve herhangi bir nedenle markadan kaçınan/nefret yaşayan tüketicilerden oluşmaktadır. Araştırmanın amacı kapsamında 427 tüketiciden anket formu kullanılarak veri toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre marka kaçınması boyutlarının (deneyimsel, kimlik, ahlaki, eksik değer ve reklam) marka nefretini pozitif ve anlamlı olarak etkilediği sonucuna ulaşılmıştır. Gerçekleştirilen analizler neticesinde ayrıca marka nefretinin satın alma niyetini negatif bir şekilde etkilediği de tespit edilmiştir.

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The Relationship between Brand Avoiding, Brand Hate and Purchase Intention: A Research for Consumers Prefering Sports Clothing

Year 2020, Volume: 4 Issue: 3, 577 - 602, 30.09.2020
https://doi.org/10.29023/alanyaakademik.707211

Abstract

The research was carried out to determine the impact of consumers' brand avoidance dimensions (experiential, identity, moral, deficit-value and advertising) on brand hate and purchase intention. The universe of the study consists of consumers who shop for sportswear brands in Gaziantep and who have avoided / hated the brand for any reason. Within the scope of the research, data were collected from 427 consumers using a survey. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics program was used in the research. Bootstrapping technique was used to test the hypotheses that were aimed to be measured in the research. According to the results of the analysis, it has been concluded that the brand avoidance dimensions (experiential, identity, moral, deficit value and advertising) positively and significantly affect brand hate. As a result of the analyzes conducted, it was also determined that brand hate had a negative effect on purchase intention.

References

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  • BALIKÇIOĞLU, B. & KIYAK, M. F. (2019). “Marka Nefretinin Nedenleri ve Sonuçları Üzerine Görgül Bir Çalışma”. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(1): 225-243.
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  • BROWN, M., POPE, N. & VOGES, K. (2003). “Buying or browsing? An exploration of shopping orientations and online purchase intention”. European Journal of Marketing, 37(11/12): 1666-1684.
  • BRYSON, D., ATWAL, G. & HULTÉN, P. (2013). “Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands”. Qualitative Market Research, 16(4): 393-405.
  • BUDİMAN, S. (2012). “Analysis of Consumer Attitudes to Purchase Intentions of Counterfeiting Bag Product in Indonesia”. International Journal of Management, Economics and Social Sciences, 1(1): 1-12.
  • CELA, S. & CAZACU, S. (2016). “The attitudes and purchase intentions towards private label products, in the context of economic crisis: A study of Thessalonian consumers”. Ecoforum, 5(Special Issue): 124-132.
  • CHARMLEY, R., GARRY, T. & BALLANTİNE, P. W. (2013). “The inauthentic other: Social comparison theory and brand avoidance within consumer sub-cultures”. Journal of Brand Management, 20(6): 458-472.
  • CHAWLA, N. & OSTAFİN, B. (2007). “Experiential avoidance as a functional dimensional approach to psychopathology: An empirical review”. Journal of Clinical Psychology, 63: 871-890.
  • CHEN, C. C., CHEN, C. W., & TUNG, Y. C. (2018). “Exploring the consumer behavior of intention to purchase green products in belt and road countries: An empirical analysis”. Sustainability, 10(3): 854-871.
  • CHERNEV, A., HAMİLTON, R. & GAL, D. (2011). “Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding”. Journal of Marketing, 75 (May 2011): 66-82. CHO, E. (2011). Development of a brand image scale and the impact of lovemarks on brand equity, Graduate Theses and Dissertations, Iowa State University, United States.
  • CURINA, I., FRANCIONI, B., HEGNER, S.M. & CIOPPI, M. (2020). “Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting”. Journal of Retailing and consumer services, 54.
  • DACHYAR, M. & BANJARNAHOR, L. (2017). “Factors influencing purchase intention towards consumer-to-consumer e-commerce”. Intengible Capital, 13(5): 946-968.
  • DALLI, D., ROMANI, S. & GISTRI, G. (2006). “Brand Dislike: Representing the Negative Side of Consumer Preferences”. Advances in Consumer Research, 33: 87-95.
  • DE CASTRO ALMEIDA, A.S. (2018). Negative Consumer-Brand Relationships and Brand Anthropomorphism: The Case of Social Media Based Anti-Brand Communities, Master Thesis, Universidade Do Porto.
  • DELZEN, M. (2014). Identifying the motives and behaviors of brand hate, Master's Thesis, University of Twente.
  • DÜLEK, B. & CÖMERT, Y. (2019). “Tüketicilerin GSM Operatörü Markalarına Yönelik Kaçınma Davranışları”. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi (ASEAD), 6(1): 34-54.
  • FETSCHERIN, M. (2019). “The five types of brand hate: How they affect consumer behavior”. Journal of Business Research, 10: 116-127.
  • FISCHER, A., HALPERIN, E., CANETTI, D., & JASINI, A. (2018). “Why We Hate”. Emotion Review, 10(4): 309 320.
  • FISHBEIN, M. & AJZEN, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research, Boston: Addison Wesley.
  • FORNELL, C., & LARCKER, D. F. (1981). “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18(1): 39-50.
  • GRÉGOIRE, Y.,TRIPP, T. M. & LEGOUX, R. (2009). “When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance”. Journal of Marketing, 73(6): 18-32. GÜRBÜZ, S. & ŞAHİN, F. (2016). Sosyal bilimlerde araştırma yöntemleri, (3.Baskı), Ankara: Seçkin Yayıncılık.
  • HAIR, J. F., RISHER, J. J., SARSTEDT, M. & RINGLE, C. M. (2019). “When to use and how to report the results of PLS-SEM”. European Business Review, 31(1): 2-24.
  • HAIR, J. F., SARSTEDT, M., RINGLE, C. M., & MENA, J. A. (2012). “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research”. Journal of the Academy of Marketing Science, 40(3): 414-433.
  • HAIR, J., F., BLACK, W., BABIN, B. & Anderson, R. E. (2010), Multivariate data analysis (7th ed.), Upper Saddle River, NJ, USA: Prentice-Hall.
  • HAQUE, A., ANWAR, N., YASMIN, F., SARWAR, A., IBRAHIM, Z., & MOMEN, A. (2015). “Purchase Intention of Foreign Products: A Study on Bangladeshi Consumer Perspective”. SAGE Open, 5(2): 1-12.
  • HARRINGTON, E.R. (2004). “The social psychology of hatred”. Journal of Hate Studies, 3: 49-82.
  • HEGNER, S., FETSCHERIN, M. & VAN DELZEN, M. (2017). “Determinants and outcomes of brand hate”. Journal of Product & Brand Management, 26(1): 13-25.
  • HIDAYAT, A. & DIWASASRI, A.H.A. (2013), Factors Influencing Attitudes and Intention to Purchase Counterfeit Luxury Brands among Indonesian Consumers. International Journal of Marketing Studies, 5(4): 143-151.
  • HU, L. T. & BENTLER, P. M. (1999). “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives”. Structural Equation Modeling: A Multidisciplinary Journal, 6(1): 1-55.
  • HWANG, C., CHUNG, T.L. & SANDERS, E.A. (2016). “Attitudes and purchase intentions for smart clothing: examining US consumers’ functional, expressive, and aesthetic needs for solar-powered clothing”. Clothing and Textiles Research Journal, 34(3): 207-222.
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There are 86 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Makaleler
Authors

Bülent Demirağ 0000-0002-8718-1822

Sinan Çavuşoğlu 0000-0001-9365-8677

Publication Date September 30, 2020
Acceptance Date September 12, 2020
Published in Issue Year 2020 Volume: 4 Issue: 3

Cite

APA Demirağ, B., & Çavuşoğlu, S. (2020). Marka Kaçınması, Marka Nefreti ve Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi: Spor Giyim Tercih Eden Tüketicilere Yönelik Bir Araştırma. Alanya Akademik Bakış, 4(3), 577-602. https://doi.org/10.29023/alanyaakademik.707211