How brand experience shapes the impact of brand hate on purchase intention?

Abstract

In consumer behaviour literature, it is widely acknowledged that positive and negative emotions significantly influence purchase intentions. In contemporary markets, negative consumer experiences spread rapidly, reshaping brand perceptions and altering purchase decisions in a short space of time. In this context, 'brand hate' is a strong negative emotional reaction that goes beyond mere dissatisfaction and can result in radical behavioural outcomes such as active boycotts, avoidance and negative word-of-mouth communication. At the same time, consumers are increasingly demanding that companies provide benefits that go beyond mere functionality; they now want to establish more profound emotional and experiential connections. The concept of brand experience therefore encompasses consumers' sensory, emotional, cognitive and behavioural interactions with a brand. It plays a transformative and mitigating role within consumer–company relationships. This study investigates the impact of brand hate on purchase intention, aiming to elucidate the mediating role of brand experience in this relationship. The research population consists of individuals aged 18 and over who reside in Erzurum, Türkiye. Data were collected from 541 participants via convenience sampling and analysed using SPSS 25 and AMOS 24. During the analysis, reliability tests and exploratory and confirmatory factor analyses were conducted to evaluate the internal consistency and validity of the measurement models. Furthermore, PROCESS Macro Model 4 was used to evaluate the indirect effects of the independent variable and ascertain the mediating role of brand experience. The findings highlight several key points. Firstly, brand hate has a significant negative effect on purchase intention. Secondly, brand experience has a positive influence on purchase intention. Thirdly, there is a significant negative relationship between brand hate and brand experience. Finally, brand experience plays a partial mediating role between brand hate and purchase intention. These results demonstrate that brand experience can be used strategically to alleviate negative consumer attitudes. This study contributes to the limited literature on this subject by analysing the relationship between brand hate and brand experience within a structural model in the Turkish context. The study provides practical implications for marketing strategies, particularly with regard to managing and mitigating negative consumer reactions.

Keywords

• Brand hatred
• brand experience
• purchase intention
• negative consumer reactions

Marka deneyimi, marka nefretinin satın alma niyetine etkisini nasıl şekillendirir?

Öz

Tüketici davranışları literatüründe, bireylerin olumlu duygularının yanı sıra olumsuz duygularının da satın alma niyeti üzerinde belirleyici bir etkisinin bulunduğu kabul edilmektedir. Günümüzde olumsuz tüketici deneyimleri hızla yayılmakta, marka algısını dönüştürmekte ve satın alma niyetlerini kısa sürede etkileyebilmektedir. Bu bağlamda, tüketicilerin bir marka ya da ürüne yönelik geliştirdiği marka nefreti duygusu, yalnızca memnuniyetsizlikten ibaret olmayıp boykot, olumsuz ağızdan ağıza iletişim ve satın almaktan kaçınma gibi daha radikal davranışlara da yol açabilmektedir. Diğer taraftan tüketiciler, işletmelerden yalnızca ihtiyaçlarını karşılamalarını değil, aynı zamanda duygusal ve deneyimsel bir değer sunmalarını beklemektedir. Bu noktada marka deneyimi, tüketicilerin markayla yaşadıkları duyusal, duygusal, bilişsel ve davranışsal etkileşimlerin bütününü ifade ederek tüketici-işletme ilişkisinde yumuşatıcı ve dönüştürücü bir rol üstlenebilmektedir. Bu çalışma, marka nefreti ile satın alma niyeti arasındaki ilişkiyi incelemekte ve bu ilişkide marka deneyiminin aracılık rolünü ortaya koymayı amaçlamaktadır. Araştırmanın evrenini Erzurum ilinde yaşayan 18 yaş ve üzeri bireyler oluşturmakta olup, kolayda örnekleme yöntemiyle seçilen 541 katılımcıdan elde edilen veriler SPSS 25 ve AMOS 24 programlarıyla analiz edilmiştir. Analiz sürecinde güvenilirlik testleri, açımlayıcı ve doğrulayıcı faktör analizleri ile ölçüm modelleri değerlendirilmiş; bağımsız değişkenin dolaylı etkisini belirlemek amacıyla PROCESS Macro Model 4 kullanılarak aracılık analizi gerçekleştirilmiştir. Elde edilen bulgular, (1) marka nefretinin satın alma niyetini anlamlı ve negatif yönde etkilediğini, (2) marka deneyiminin satın alma niyetini pozitif yönde etkilediğini, (3) marka nefreti ile marka deneyimi arasında negatif yönlü anlamlı bir ilişki bulunduğunu ve (4) marka deneyiminin bu ilişkide kısmi aracılık rolü üstlendiğini göstermektedir. Çalışma, Türkiye bağlamında marka nefreti ve marka deneyimi değişkenlerini yapısal model üzerinden birlikte inceleyen nadir araştırmalardan biri olması itibarıyla literatüre katkı sunmakta; ayrıca işletmeler için tüketici deneyiminin olumsuz tutumları hafifletmede stratejik bir araç olabileceğine yönelik önemli çıkarımlar sağlamaktadır.

Anahtar Kelimeler

• Marka nefreti
• marka deneyimi
• satın alma niyeti
• olumsuz tüketici tepkileri

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