TÜKETİCİLERİN MARKA NEFRETİNİN MARKA MİSİLLEMESİ BAĞLAMINDA İNCELENMESİ

Yıl 2021, Cilt: 4 Sayı: 1, 42 - 56, 30.06.2021

Makbule Müftüoğlu , Sevtap Ünal

Öz

Bu araştırmada tüketicilerin markalara yönelik olumsuz duygularından olan marka nefreti kavramını, marka misillemesi bağlamında incelemek ve ortaya çıkmasında etkili olan faktörleri belirlemek amaçlanmıştır. Bu bağlamda sembolik uyumsuzluğun marka nefreti üzerindeki etkisi, marka nefretinin ise marka misillemesi ve olumsuz ağızdan ağıza iletişim ile sonuçlanma olasılığını test etmek hedeflenmiştir. Bu amaçla Manisa il merkezinde bulunan ve herhangi bir markaya yönelik nefret duygusu geliştiren tüketicilerle yüz yüze anket yapılmıştır. Analiz sonuçları doğrultusunda sembolik uyumsuzluğun marka nefreti üzerinde, marka nefretinin ise marka misillemesi ve olumsuz ağızdan ağıza iletişim üzerinde anlamlı bir etkisi bulunduğu tespit edilmiştir.

Anahtar Kelimeler

Olumsuz tüketim duyguları, Marka nefreti, Marka misillemesi, Sembolik uyumsuzluk, Olumsuz ağızdan ağıza iletişim

EXAMINING CONSUMERS 'BRAND HATE IN THE CONTEXT OF BRAND REFLECTION

Öz

In this study, it was aimed to examine the concept of brand hate, which is one of the negative feelings of consumers towards brands, in the context of brand retaliation and to determine the factors that affect its emergence. In this context, it is aimed to test the effect of symbolic incompatibility on brand hate, and the possibility of brand hate to result in brand retaliation and negative word-of-mouth communication. For this purpose, a face-to-face survey was conducted with consumers in the city center of Manisa who developed a sense of hatred towards any brand. According to the results of the analysis, it was determined that symbolic incompatibility has a significant effect on brand hate, while brand hate has a significant effect on brand retaliation and negative word-of-mouth communication.

Anahtar Kelimeler

Negative consumption feelings, Brand hate, Brand retaliation, Symbolic incompatibility, Negative word of mouth communication

Kaynakça

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• Türk Dil Kurumu; http://www.tdk.gov.tr/index.php?option=com_gts&kelime=NEFRET Erişim Tarihi (11 Ağustos 2019)