Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma

Öz

Tüketim karşıtlığı alan yazınında tüketicilerin markalarla olan ilişkisi, pozitif ve negatif duygularla ilişkilendirilmektedir. Marka nefreti, tüketicinin markalara yönelik olumsuz duygularından birisi olarak belirli bir markadan hoşlanmamaktan ziyade daha yoğun olumsuz bir duygu durumudur. Çalışmanın amacı, sembolik uyuşmazlık ve ideolojik uyumsuzluğun marka nefreti üzerindeki etkisi ile marka nefreti sonuçlarının belirlenmesidir. Tüketicilerin marka nefreti, yüksek teknoloji ürünü olan akıllı cep telefonlarıyla sınırlandırılmıştır. Araştırmanın verileri, 215 tüketiciden anket yöntemi ile toplanmıştır. Araştırma hipotezleri, yapısal eşitlik modeli ile test edilmiştir. Analiz sonuçlarına göre hem sembolik uyuşmazlık hem de ideolojik uyumsuzluk marka nefretini pozitif yönde ve anlamlı bir şekilde açıklamaktadır. Benzer bir şekilde marka nefretinin sonucunda tüketiciler, markadan kaçınmaya ve olumsuz ağızdan ağıza iletişime yönelmektedirler. Araştırma sonuçları, alan yazına dayalı olarak tartışılmış ve uygulamacılara önerilerde bulunulmuştur. 

Anahtar Kelimeler

• Marka nefreti,marka kaçınması

An Empirical Study on Antecedents and Consequences of Brand Hate in Antioch

Öz

In the literature on anti-consumption, the relationship of consumers with brands is associated with positive and negative emotions. Brand hate is considered as one of the negative emotions which is defined as a more intense negative emotion towards a particular brand. The aim of this study is to determine antecedents and consequences of brand hate. The data was collected from 215 consumers who have hate for smartphone brands by face-to-face survey method. Consumers' brand hate is limited to high-tech smartphones. Research hypotheses were tested with structural equation model. According to the results, both symbolic incongruity and ideological incompatibility effect brand hate in a positive way. Similarly, brand hate results with brand avoidance and negative word of mouth. The results of this study were discussed on the basis of the literature and suggestions were given to the future research and practitioners.

Anahtar Kelimeler

• Brand hate,brand avoidance

Kaynakça

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