Ekşi Geçiş: Marka Nefreti Rakipler İçin Olumlu Sonuçlar Doğurduğunda

Öz

Önceki araştırmalar, marka nefretinin psikolojik mekanizmalarını incelemiş olsa da, markaya karşı duyulan bu nefretin rekabetçi bir piyasadaki etkileri yeterince ele alınmamıştır. Bu çalışma, Atıf Teorisi’nden yola çıkarak negatif ürün deneyimleri (NPE) (doğrudan marka deneyimleri) ve negatif ağızdan ağza iletişimin (nWOM) (dolaylı marka deneyimleri) marka nefretine yanıt olarak tüketicilerin marka değiştirme davranışlarını nasıl şekillendirdiğini incelemektedir. Katılımlı karma yöntemli bir deney tasarımı kullanılarak, 160 katılımcı NPE veya nWOM koşullarından birine atanmış ve marka nefreti yoğunluğu ile değiştirme niyetleri bakımından karşılaştırılmıştır. Sonuçlar, NPE yaşayan tüketicilerin nWOM’a maruz kalanlara kıyasla daha yüksek marka değiştirme niyetine sahip olduğunu göstermektedir. Ayrıca, NPE yaşayanlar riskten kaçınma davranışını destekler biçimde daha fazla premium rakiplere geçme eğilimi göstermektedir. Ancak, beklentilerin aksine, nWOM’un benzer değere sahip rakiplere geçmeyi anlamlı ölçüde etkilemediği, dolayısıyla dolaylı olumsuz marka deneyimlerinin her zaman marka terkine yol açmayabileceği anlaşılmıştır. Bu araştırma, tüketici-marka ilişkileri literatürüne, marka nefretinin tüketicinin olumsuz marka deneyiminin niteliğine bağlı olarak rakip markalar için fırsatlar yaratabileceğini ortaya koyarak katkı sağlamaktadır. Gelecekteki araştırmalar, marka nefretinin marka değiştirme davranışına nasıl dönüştüğünü daha iyi anlamak için, kişilik özellikleri, algılanan adalet ve marka sadakati gibi düzenleyici faktörleri incelemelidir

Anahtar Kelimeler

• Marka nefreti
• Olumsuz ürün deneyimi
• Olumsuz ağızdan ağıza iletişim
• Marka değiştirme
• Karma yöntem

The Sour Switch: When Brand Hate Leads To Positive Outcomes For Competitors

Öz

While prior research has explored the psychological mechanisms behind brand hate, its effects in a competitive market remain underexplored. Building on Attribution Theory, this research examines how negative product experiences (NPE) (direct brand experiences) and negative word-of-mouth (nWOM) (indirect brand experiences) shape consumer switching behavior in response to brand hate. Using an embedded mixed-methods experimental design, 160 participants were assigned to either an NPE or nWOM condition and compared in terms of brand hate intensity and switching intentions. The results show that consumers who have NPE exhibit higher brand switching intentions than those exposed to nWOM. Furthermore, those who have NPE are more likely to switch to premium competitors, supporting the notion that brand hate drives risk-averse behavior. However, contrary to expectations, nWOM did not significantly influence switching to comparable-value competitors, indicating that indirect negative brand experiences may not always lead to brand switching behavior. This research contributes to the growing discourse on consumer-brand relationships by demonstrating that brand hate can create opportunities for competitor brands, depending on the nature of the consumer’s negative brand experience. Future research should explore moderating factors such as personality traits, perceived justice, and brand loyalty to further understand how brand hate translates into brand switching behavior.

Anahtar Kelimeler

• Brand hate
• Negative product experience
• Negative word-of-mouth
• Brand switching
• Mixed method

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