The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry

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.

Keywords

• Brand experience
• Relationality
• Fast-food industry

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