MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ

Sinan Çavuşoğlu; Bülent Demirağ

doi:10.30794/pausbed.733916

MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ

Öz

Araştırma, marka nefretinin negatif ağızdan ağıza iletişim ve tekrar satın almama niyetine olan etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini, belirli bir markayı satın almış ve herhangi bir nedenle markadan nefret etmiş tüketiciler oluşturmaktadır. Araştırmanın amacına ulaşabilmek için 400 tüketiciden veri toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre marka nefretinin, negatif ağızdan ağıza iletişim ve tekrar satın almama niyetini pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Negatif ağızdan ağıza iletişiminin ise benzer bir şekilde tekrar satın almama niyetini pozitif yönde anlamlı olarak etkilediği belirlenmiştir.

Anahtar Kelimeler

Marka nefreti,Negatif ağızdan ağıza iletişim,Tekrar satın almama niyeti

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Finans

Bölüm

Araştırma Makalesi

Yazarlar

Sinan Çavuşoğlu ^*
0000-0001-9365-8677
Türkiye

Bülent Demirağ
0000-0002-8718-1822
Türkiye

Yayımlanma Tarihi

8 Ocak 2021

Gönderilme Tarihi

7 Mayıs 2020

Kabul Tarihi

25 Haziran 2020

Yayımlandığı Sayı

Yıl 2021 Sayı: 42

DOI

https://doi.org/10.30794/pausbed.733916

IZ

https://izlik.org/JA77LM92HR

Kaynak Göster

RIS / Bibtex

APA

Çavuşoğlu, S., & Demirağ, B. (2021). MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42, 261-275. https://doi.org/10.30794/pausbed.733916

AMA

1.Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021;(42):261-275. doi:10.30794/pausbed.733916

Chicago

Çavuşoğlu, Sinan, ve Bülent Demirağ. 2021. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy 42: 261-75. https://doi.org/10.30794/pausbed.733916.

EndNote

Çavuşoğlu S, Demirağ B (01 Ocak 2021) MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 42 261–275.

IEEE

[1]S. Çavuşoğlu ve B. Demirağ, “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”, PAUSBED, sy 42, ss. 261–275, Oca. 2021, doi: 10.30794/pausbed.733916.

ISNAD

Çavuşoğlu, Sinan - Demirağ, Bülent. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 42 (01 Ocak 2021): 261-275. https://doi.org/10.30794/pausbed.733916.

JAMA

1.Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021;:261–275.

MLA

Çavuşoğlu, Sinan, ve Bülent Demirağ. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sy 42, Ocak 2021, ss. 261-75, doi:10.30794/pausbed.733916.

Vancouver

1.Sinan Çavuşoğlu, Bülent Demirağ. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 01 Ocak 2021;(42):261-75. doi:10.30794/pausbed.733916

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