BRAND HATE: RELATIONSHIPS BETWEEN ANTECEDENTS, DIMENSIONS AND BRAND AVOIDANCE

Yıl 2024, Cilt: 17 Sayı: 2, 527 - 560, 30.05.2024

İrem Güran , Emre Şahin Dölarslan

Öz

This study aims to determine which of the antecedents of brand hate triggers brand hate dimensions consisting of anger, sadness and fear emotions more and which of these brand hate dimensions triggers brand avoidance behavior in consumers more. The research model created for this purpose was tested with multiple regression analysis within the scope of data obtained from 585 consumers. As a result of the study, it was found that symbolic incongruence and ideological incompatibility antecedents of brand hate positively affect all brand hate dimensions, but the negative past experience antecedent has a positive effect on the anger and sadness dimensions, while it has no effect on the fear dimension. In addition, the study found that all dimensions of brand hate have a positive effect on consumers' brand avoidance behavior.

Anahtar Kelimeler

Consumer-Brand Relationships, Negative Emotions, Brand Hate, Brand Avoidance

MARKA NEFRETİ: ÖNCÜLLER, BOYUTLAR VE MARKADAN KAÇINMA ARASINDAKİ İLİŞKİLER

Öz

Bu çalışma, marka nefreti öncüllerinin öfke, üzüntü ve korku duygularından oluşan marka nefreti boyutlarından hangisini daha çok tetiklediğini ve söz konusu marka nefreti boyutlarından hangisinin tüketicilerde markadan kaçınma davranışını daha çok tetiklediğini belirlemeyi amaçlamıştır. Bu amaçla oluşturulan araştırma modeli, 585 tüketiciden elde edilen veriler kapsamında çoklu regresyon analiziyle test edilmiştir. Çalışma sonucunda, marka nefretinin sembolik uyuşmazlık ve ideolojik uyumsuzluk öncüllerinin tüm marka nefreti boyutlarını olumlu yönde etkilediği ancak olumsuz geçmiş deneyim öncülünün öfke ve üzüntü boyutları üzerinde olumlu yönde etkisi varken korku boyutu üzerinde etkisinin olmadığı tespit edilmiştir. Ayrıca çalışmada, tüketicilerin markadan kaçınma davranışı üzerinde marka nefretinin tüm boyutlarının olumlu etkisi olduğu belirlenmiştir.

Anahtar Kelimeler

Tüketici-Marka İlişkileri, Olumsuz Duygular, Marka Nefreti, Markadan Kaçınma

Kaynakça

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