Research Article
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Year 2023, Volume: 52 Issue: 2, 279 - 300, 28.11.2023
https://doi.org/10.26650/ibr.2023.52.962096

Abstract

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Project Number

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Thanks

Başta Dergi Editörü olmak üzere, tüm çalışanlara teşekkür ve saygılarımı sunarım.

References

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  • Bryson, D., & Atwal, G. (2019). Brand hate: the case of Starbucks in France. British Food Journal, 121(1), 172-182. google scholar
  • Bryson, D., Atwal, G., & Hulten, P (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research, 16(4), 393-405. google scholar
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. google scholar
  • Chen, C.F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management and Business Excel-lence, 22(9), 957-974. google scholar
  • Chong, T. T. L., Wu, Z., & Liu, Y. (2019). Market reaction to iphone rumors. Munich Personal RePEc Arc-hive. Online at https://mpra.ub.uni-muenchen.de/92014/ (accessed 20 October 2019). google scholar
  • Chua, A. Y., Cheah, S. M., Goh, D. H. L., & Lim, E. P. (2016). Collective rumor correction on the death hoax of a political figure in social media. Pacific Asia Conference on Information Systems, 178-192. google scholar
  • Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. google scholar
  • Dalli, D., Romani, S., & Gistri, G. (2006). Brand dislike: Representing the negative side of consumer prefe-rences. Advances in Consumer Research, 33, 87-95. google scholar
  • 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. google scholar
  • Demirağ, B., & Çavuşoğlu, S. (2022). Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrim-dışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1), 115-142. google scholar
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  • Dubois, D., Rucker, D.D., & Tormala, Z.L. (2011). From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications. Journal of Marketing Research, 48(6), 1020-1032. google scholar
  • Fischer, A., Halperin, E., Canetti, D., & Jasini, A. (2018). Why we hate?. Emotion Review, 10(4), 309-320. google scholar
  • Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measure-ment error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. google scholar
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. The Journal of Consumer Research, 24(4), 343-373. google scholar
  • Fournier, S., & Alvarez, C. (2013). Relating badly to brands. Journal of Consumer Psychology, 23(2), 253264. google scholar
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politeness and Au-dience Response in Chinese-English Subtitling, Statistical Publishing Associate google scholar
  • Ghzaiel, K., & Akrout, F. (2012). Dimensions and antecedents of relationship quality in a business-to-business context: An exploratory study. Journal of Supply Chain and Customer Relationship Manage-ment, 2012, 1-17. google scholar
  • Gregoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46. google scholar
  • Gregoire, 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. google scholar
  • Haarhoff, R. (2018). Tourist perceptions of factors influencing destination image: A case study of selected Kimberley resorts. African Journal of Hospitality, Tourism and Leisure, 7(4), 1-21. google scholar
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd edn. Sage, Thousand Oaks. google scholar
  • Hair, J., Sarstedt, M., Ringle, C., & Mena, J. (2012). An assessment of the use of partial least squares struc-tural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-443. google scholar
  • 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. google scholar
  • Hanaysha, J.R. (2017). An examination of the factors affecting consumer’s purchase decision in the Malay-sian retail market. PSU Research Review, 2(1), 7-23. google scholar
  • Hashim, S., & Kasana, S. (2019). Antecedents of brand hate in the fast food industry. Spanish Journal of Marketing-ESIC, 23(2), 227-248. google scholar
  • Hegner, S., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. google scholar
  • Huang, J. H., & Y. F. Chen (2006). Herding in online product choice. Psych. Marketing, 23(5) 413-428. google scholar
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  • Kement, Ü., & Bükey, A. (2020). Yeşil satın alma davranış teorisi kapsamında ekorekreasyon faaliyetlerine katılan bireylerin davranışlarının incelenmesi: Bolu Yedigöller örneği. Tourism and Recreation, 2(2), 134145. google scholar
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The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry

Year 2023, Volume: 52 Issue: 2, 279 - 300, 28.11.2023
https://doi.org/10.26650/ibr.2023.52.962096

Abstract

This study investigates negative past experiences, poor relationship quality, and the impact of rumor on brand hate. The sample of the study consists of fast-food customers in Turkey. Out of the non-probability sampling methods, convinence sampling method was adopted. 455 customers were reached by using convenience sampling method, but only 433 of them provided data suitable for analysis. Questionnaire forms designed to measure data variables were available online (via Google forms, e-mails and other social media networks). The collected data was analyzed using SPSS and AMOS, and the validity and reliability of the scales were measured. AMOS was used to test the hypotheses using the Structural Equation Model. The findings show that there is a positive relationship between negative past experiences and rumor and brand hate. However, it was determined that there is no positive relationship between poor relationship quality and brand hate.

Project Number

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References

  • Aditya, S. (2014). Role of brand familiarity in combatting rumors. Journal of Marketing Development and Competitiveness, 8(3), 120-129. google scholar
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  • Bohlouli, J., Moravejolahkami, A. R., Ganjali Dashti, M., Balouch Zehi, Z., Hojjati Kermani, M. A., Borzoo-Isfahani, M., & Bahreini-Esfahani, N. (2021). COVID-19 and fast foods consumption: a review. Interna-tional Journal of Food Properties, 24(1), 203-209. google scholar
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  • Bryson, D., & Atwal, G. (2019). Brand hate: the case of Starbucks in France. British Food Journal, 121(1), 172-182. google scholar
  • Bryson, D., Atwal, G., & Hulten, P (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research, 16(4), 393-405. google scholar
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  • Chen, C.F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management and Business Excel-lence, 22(9), 957-974. google scholar
  • Chong, T. T. L., Wu, Z., & Liu, Y. (2019). Market reaction to iphone rumors. Munich Personal RePEc Arc-hive. Online at https://mpra.ub.uni-muenchen.de/92014/ (accessed 20 October 2019). google scholar
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  • Dalli, D., Romani, S., & Gistri, G. (2006). Brand dislike: Representing the negative side of consumer prefe-rences. Advances in Consumer Research, 33, 87-95. google scholar
  • 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. google scholar
  • Demirağ, B., & Çavuşoğlu, S. (2022). Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrim-dışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1), 115-142. google scholar
  • DiFonzo, N., & Bordia, P. (2007). Rumors influence: Towards a dynamic social impact theory of rumor. In A. R. Pratkanis (Ed.) The science of social influence: Advances and future progress. (pp. 271-295), New York & Hove: Psychology Press. google scholar
  • Dubois, D., Rucker, D.D., & Tormala, Z.L. (2011). From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications. Journal of Marketing Research, 48(6), 1020-1032. google scholar
  • Fischer, A., Halperin, E., Canetti, D., & Jasini, A. (2018). Why we hate?. Emotion Review, 10(4), 309-320. google scholar
  • Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measure-ment error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. google scholar
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. The Journal of Consumer Research, 24(4), 343-373. google scholar
  • Fournier, S., & Alvarez, C. (2013). Relating badly to brands. Journal of Consumer Psychology, 23(2), 253264. google scholar
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politeness and Au-dience Response in Chinese-English Subtitling, Statistical Publishing Associate google scholar
  • Ghzaiel, K., & Akrout, F. (2012). Dimensions and antecedents of relationship quality in a business-to-business context: An exploratory study. Journal of Supply Chain and Customer Relationship Manage-ment, 2012, 1-17. google scholar
  • Gregoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46. google scholar
  • Gregoire, 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. google scholar
  • Haarhoff, R. (2018). Tourist perceptions of factors influencing destination image: A case study of selected Kimberley resorts. African Journal of Hospitality, Tourism and Leisure, 7(4), 1-21. google scholar
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd edn. Sage, Thousand Oaks. google scholar
  • Hair, J., Sarstedt, M., Ringle, C., & Mena, J. (2012). An assessment of the use of partial least squares struc-tural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-443. google scholar
  • 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. google scholar
  • Hanaysha, J.R. (2017). An examination of the factors affecting consumer’s purchase decision in the Malay-sian retail market. PSU Research Review, 2(1), 7-23. google scholar
  • Hashim, S., & Kasana, S. (2019). Antecedents of brand hate in the fast food industry. Spanish Journal of Marketing-ESIC, 23(2), 227-248. google scholar
  • Hegner, S., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. google scholar
  • Huang, J. H., & Y. F. Chen (2006). Herding in online product choice. Psych. Marketing, 23(5) 413-428. google scholar
  • Islam, T., Li, J., Ali, A., Xiaobei, L., Sheikh, Z., & Zafar, A. U. (2020). Mapping online App hate: Determi-nants and consequences. Telematics and Informatics, 51, 101401. google scholar
  • Jensen, J. M. (2015). A strategic framework for analysing negative rumors in the market place: The case of wash & go in Denmark. In Proceedings of the 1993 World Marketing Congress (pp. 575-579). Springer, Cham. google scholar
  • Johnson, R. A., Matear, M., & Thompson, M. (2011). A coal in the heart: Self- relevance as a postexit predic-tor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108- 125. google scholar
  • Johnston, R., & Kong, X. (2011). The customer experience: A road-map for improvement. Managing Service Quality, 21(1), 5-24. google scholar
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36. google scholar
  • Kanagal, N. (2009). Role of relationship marketing in competitive marketing strategy. Journal of Manage-ment and Marketing Research, 2, 1-17. google scholar
  • Kaniewska-Sçba, A., & Pajqk-Patkowska, B. (2017). Negative recommendation in social media-theoretical approach and case studies, 3, 45-60. google scholar
  • Kapferer, J.N. (2004). Managing Brands through rumors. Chapter Published in W. Wunderlich, M. Bruhn eds. Medium Gerücht, Haupt Verlag, 117-155. google scholar
  • Karlsson, D., & Rodrigues, L. (2015). Why Do We Hate Brands? - A qualitative study of how the dark side of branding is influenced by group identification. Master Thesis, Umeâ School of Business and Economics. google scholar
  • Katawetawaraks, C., & Wang, C.L. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 1(2), 66-74. google scholar
  • Kement, Ü., & Bükey, A. (2020). Yeşil satın alma davranış teorisi kapsamında ekorekreasyon faaliyetlerine katılan bireylerin davranışlarının incelenmesi: Bolu Yedigöller örneği. Tourism and Recreation, 2(2), 134145. google scholar
  • Kement, Ü., Çavuşoğlu, S., Bükey, A., & Başar, B. (2018). Termal Turizm İşletmelerinde Tekrar Ziyaret ve Tavsiye Etme Niyetinin İncelenmesi: Otel Ambiyansının Düzenleyici Rolü, 19. Ulusal Turizm Kongresi, 17(21), 800-810. google scholar
  • Kempeners, M.A. (1995). Relationship quality in business-to-business relationships. Paper for 11 th IMP Conference, Manchester, 1629-1639. google scholar
  • Kesse, A. A., Achinfo-Mensa, K., & Amartey, R. (2021). The Antecedents and Consequences of Brand Hate: A Review of Current Literature. Marketing Communications in Emerging Economies, Volume I, 137-160. google scholar
  • Khan, S. I. (2018). Impact of product level factors (Negative past experience, unmet expectations and perce-ived deception) on brand avoidance and the mediating role of brand Hate. J Account Mark, 7(306), 1-10. google scholar
  • Kimmel, A. J. (2008). Marketplace Rumors and Consumer Behavior. EsicMarket, 131, 189-208. google scholar
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There are 84 citations in total.

Details

Primary Language English
Subjects Business Systems in Context (Other)
Journal Section Articles
Authors

Yakup Durmaz 0000-0003-0332-4185

Bülent Demirağ 0000-0002-8718-1822

Sinan Çavuşoğlu 0000-0001-9365-8677

Project Number -
Publication Date November 28, 2023
Submission Date July 3, 2021
Published in Issue Year 2023 Volume: 52 Issue: 2

Cite

APA Durmaz, Y., Demirağ, B., & Çavuşoğlu, S. (2023). The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry. Istanbul Business Research, 52(2), 279-300. https://doi.org/10.26650/ibr.2023.52.962096

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