Yıl 2019, Cilt 9 , Sayı 1, Sayfalar 225 - 243 2019-06-30

An Empirical Study on Antecedents and Consequences of Brand Hate in Antioch
Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma

BETÜL BALIKÇIOĞLU [1] , FATİH MEHMET KIYAK [2]


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.

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. 

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Birincil Dil tr
Konular İşletme, İktisat
Bölüm Araştırma Makalesi
Yazarlar

Yazar: BETÜL BALIKÇIOĞLU (Sorumlu Yazar)
Kurum: İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ
Ülke: Turkey


Yazar: FATİH MEHMET KIYAK
Kurum: ANTAKYA MESLEK YÜKSEKOKULU
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 30 Haziran 2019

Bibtex @araştırma makalesi { ckuiibfd461010, journal = {Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi}, issn = {1308-5549}, eissn = {2147-4206}, address = {iibfdergi@karatekin.edu.tr}, publisher = {Çankırı Karatekin Üniversitesi}, year = {2019}, volume = {9}, pages = {225 - 243}, doi = {10.18074/ckuiibfd.461010}, title = {Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma}, key = {cite}, author = {BALIKÇIOĞLU, BETÜL and KIYAK, FATİH MEHMET} }
APA BALIKÇIOĞLU, B , KIYAK, F . (2019). Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi , 9 (1) , 225-243 . DOI: 10.18074/ckuiibfd.461010
MLA BALIKÇIOĞLU, B , KIYAK, F . "Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma". Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9 (2019 ): 225-243 <https://dergipark.org.tr/tr/pub/ckuiibfd/issue/44278/461010>
Chicago BALIKÇIOĞLU, B , KIYAK, F . "Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma". Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9 (2019 ): 225-243
RIS TY - JOUR T1 - Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma AU - BETÜL BALIKÇIOĞLU , FATİH MEHMET KIYAK Y1 - 2019 PY - 2019 N1 - doi: 10.18074/ckuiibfd.461010 DO - 10.18074/ckuiibfd.461010 T2 - Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi JF - Journal JO - JOR SP - 225 EP - 243 VL - 9 IS - 1 SN - 1308-5549-2147-4206 M3 - doi: 10.18074/ckuiibfd.461010 UR - https://doi.org/10.18074/ckuiibfd.461010 Y2 - 2019 ER -
EndNote %0 Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma %A BETÜL BALIKÇIOĞLU , FATİH MEHMET KIYAK %T Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma %D 2019 %J Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi %P 1308-5549-2147-4206 %V 9 %N 1 %R doi: 10.18074/ckuiibfd.461010 %U 10.18074/ckuiibfd.461010
ISNAD BALIKÇIOĞLU, BETÜL , KIYAK, FATİH MEHMET . "Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma". Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 9 / 1 (Haziran 2019): 225-243 . https://doi.org/10.18074/ckuiibfd.461010
AMA BALIKÇIOĞLU B , KIYAK F . Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019; 9(1): 225-243.
Vancouver BALIKÇIOĞLU B , KIYAK F . Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019; 9(1): 243-225.