Examining the Determinants and Outcomes of Brand Hate in Terms of Consumers' Food Product Preferences

Yıl 2024, , 79 - 97, 30.10.2024

Avni Can Yağcı , Deniz Julia Demiral

https://doi.org/10.38057/bifd.1470592

Öz

Brand hate, which can be defined as intense negative feelings developed by consumers towards the brand, is reflected as negative consumer-brand relations, prestige and image loss as well as economic damage to the brand. Researching brand hate, which can be seen in every sector today with globalization and technological developments, is therefore important for brands to develop strategies. The purpose of this research is to determine whether the antecedent variables of brand hate, such as symbolic incompatibility, ideological incompatibility, and negative past experiences, cause outcomes such as brand hate, brand avoidance, and negative word of mouth, specifically for various food products that consumers are not satisfied with. In this regard, a quantitative and descriptive research design was made. Data collected from 191 participants using convenience and snowball sampling methods were analyzed with some advanced analysis methods such as exploratory factor analysis, confirmatory factor analysis, structural equation model, and path analysis using LISREL 8.8, and SPSS 25.0 package programs. According to the findings of the study, it was concluded that symbolic and ideological incompatibilities positively affect brand hate, and negative past experiences do not have a significant effect on brand hate. Moreover, brand hate has been found to cause outcomes such as brand avoidance and negative word of mouth.

Anahtar Kelimeler

brand hate, brand, food industry, negative word of mouth, consumer behavior, brand avoidance

Marka Nefretinin Nedenlerinin ve Sonuçlarının Tüketicilerin Gıda Ürünleri Tercihleri Açısından İncelenmesi

Öz

Tüketicilerin markaya karşı geliştirdiği yoğun düzeyde olumsuz duygu olarak tanımlanabilen marka nefreti, markaya ekonomik zararın yanı sıra prestij ve imaj kaybı ile birlikte olumsuz tüketici-marka ilişkileri olarak yansımaktadır. Günümüzde globalleşme ve teknolojik gelişmeler ile her sektörde görülebilen marka nefretinin araştırılması bu nedenle markaların strateji geliştirebilmeleri için önem taşımaktadır. Bu araştırmanın amacı, sembolik uyuşmazlık, ideolojik uyuşmazlık ve olumsuz geçmiş deneyimler gibi marka nefretinin öncül değişkenlerinin tüketicilerin memnun kalmadığı çeşitli gıda ürünleri özelinde marka nefreti, marka kaçınması ve olumsuz ağızdan ağıza iletişim gibi sonuçlara neden olup olmadığını tespit etmektir. Bu doğrultuda kantitatif ve tanımsal bir araştırma tasarımı yapılmıştır. Kolayda ve kartopu örnekleme yöntemleri ile 191 katılımcıdan toplanan veriler LISREL 8.8 ve SPSS 25.0 paket programları kullanılarak keşifsel faktör analizi, doğrulayıcı faktör analizi, yapısal eşitlik modeli ve yol analizi gibi ileri bazı analiz yöntemleri ile analiz edilmiştir. Çalışmanın bulgularına göre, sembolik ve ideolojik uyuşmazlıkların marka nefretini olumlu etkilediği ve olumsuz geçmiş deneyimlerin ise marka nefreti üzerinde anlamlı bir etkisinin olmadığı sonucuna varılmıştır. Ayrıca, marka nefretinin marka kaçınması ve olumsuz ağızdan ağıza iletişim gibi sonuçlara neden olduğu tespit edilmiştir.

Anahtar Kelimeler

marka nefreti, marka, gıda sektörü, olumsuz ağızdan ağıza iletişim, tüketici davranışı, markadan kaçınma

Etik Beyan

Araştırma için etik kurul onayı Mersin Üniversitesi Sosyal ve Beşeri Bilimler Etik Kurulu'ndan alınmıştır (Tarih: 3/3/2022, sayı: 2022-85 ve toplantı/karar no: 85).

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