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

Yıl 2019, , 225 - 243, 30.06.2019

Betül Balıkçıoğlu , Fatih Mehmet Kıyak

https://doi.org/10.18074/ckuiibfd.461010

Cited By: 5

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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