SavedAdd your journal

Journals / Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2019 / Cilt: 9 - Sayı: 1

An Empirical Study on Antecedents and Consequences of Brand Hate in Antioch

Marka Nefretinin Nedenleri ve Sonuçları Üzerine Antakya’da Görgül Bir Çalışma

Betül BALIKÇIOĞLU
Fatih Mehmet KIYAK
Pages
225–243
Publication Date
2019-06-30
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results, both symbolic incongruity and ideological incompatibility effect brand hate in a positive way.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In the literature on anti-consumption, the relationship of consumers with brands is associated with positive and negative emotions.
📊
Key Findings & Data:The data was collected from 215 consumers who have hate for smartphone brands by face-to-face survey method.
💡
Conclusion & Impact:According to the results, both symbolic incongruity and ideological incompatibility effect brand hate in a positive way.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Brand hate · brand avoidance

Abstract

In the literature on anti-consumption, the relationship of consumers with brands is associated with positive and negative emotions. Brand hate is considered as one of the negative emotions which is defined as a more intense negative emotion towards a particular brand. The aim of this study is to determine antecedents and consequences of brand hate. The data was collected from 215 consumers who have hate for smartphone brands by face-to-face survey method. Consumers' brand hate is limited to high-tech smartphones. Research hypotheses were tested with structural equation model. According to the results, both symbolic incongruity and ideological incompatibility effect brand hate in a positive way. Similarly, brand hate results with brand avoidance and negative word of mouth. The results of this study were discussed on the basis of the literature and suggestions were given to the future research and practitioners.

Özet

Tüketim karşıtlığı alan yazınında tüketicilerin markalarla olan ilişkisi, pozitif ve negatif duygularla ilişkilendirilmektedir. Marka nefreti, tüketicinin markalara yönelik olumsuz duygularından birisi olarak belirli bir markadan hoşlanmamaktan ziyade daha yoğun olumsuz bir duygu durumudur. Çalışmanın amacı, sembolik uyuşmazlık ve ideolojik uyumsuzluğun marka nefreti üzerindeki etkisi ile marka nefreti sonuçlarının belirlenmesidir. Tüketicilerin marka nefreti, yüksek teknoloji ürünü olan akıllı cep telefonlarıyla sınırlandırılmıştır. Araştırmanın verileri, 215 tüketiciden anket yöntemi ile toplanmıştır. Araştırma hipotezleri, yapısal eşitlik modeli ile test edilmiştir. Analiz sonuçlarına göre hem sembolik uyuşmazlık hem de ideolojik uyumsuzluk marka nefretini pozitif yönde ve anlamlı bir şekilde açıklamaktadır. Benzer bir şekilde marka nefretinin sonucunda tüketiciler, markadan kaçınmaya ve olumsuz ağızdan ağıza iletişime yönelmektedirler. Araştırma sonuçları, alan yazına dayalı olarak tartışılmış ve uygulamacılara önerilerde bulunulmuştur.

🔖

Cite This Article

BALIKÇIOĞLU, B., KIYAK, F. M. (2019). An Empirical Study on Antecedents and Consequences of Brand Hate in Antioch. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 9 - Sayı: 1, 225–243. https://ajindex.com/articles/154876

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (16)

  1. Aaker, JL. (1999).” The malleable self: the role of self-expression in persuasion.” Journal of Marketing Research. 36(1):45–57.
  2. Allport, G.W. (1958). The Nature of Prejudice. New York: Doubleday Anchor Book. Arnold, M.B. (1960). Emotion and Personality. New York: Columbia University Press.
  3. Banister, EN. ve Hogg, MK. (2004). “Negative symbolic consumption and consumers' drive for self-esteem.” European Journal of Marketing. 38(7):850–68.
  4. Baumeister, R. F., Bratslavsky, E., Finkenauer, C., ve Vohs, K. D. (2001). “Bad Is Stronger Than Good.” Review of General Psychology. 5:323-370.
  5. Belk, R. (1988). “Possessions and the extended self.” Journal of Consumer Research.15: 139–68.
  6. Bonifield, C. ve Cole, C. (2007). “Affective responses to service failure: anger, regret, and retaliatory versus conciliatory responses.” Marketing Letters.18: 85-99.
  7. Braunsberger, K. ve Buckler, R. B. (2011). “What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott.” Journal of Business Research. 64: 96–102.
  8. Bryson, D., Atwal, G. ve Hultén, P. (2013). “Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands” Qualitative Market Research: An International Journal. 16: 393-405.
  9. Cherrier, H. (2009). “Anti-consumption discourses and consumer-resistant identities.” Journal of Business Research. 62:181-190.
  10. Edson Escalas, J. ve Bettman, J. (2005). “Self-construal, reference groups, and brand meaning” Journal of Consumer Research. 32:378-389.
  11. Englis, B. ve Solomon, M. (1995). "To be and not to be: Lifestyle imagery reference groups, and the clustering of America" Journal of Advertising. 24(1):13-28.
  12. Fetscherin, M. ve Heinrich, D. (2015). “Consumer brand relationships research: A bibliometric citation meta-analysis.” Journal of Business Research.68: 380-390.
  13. Foucault, M. (1980). Power/Knowledge: Selected interviews and other writings 1972–1977. New York: Pantheon. Fournier, S. (1998). “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”. Journal of Consumer Research.24: 343-373.
  14. Friedman, M. (1985).” Consumer boycotts in the United States, 1970–1980: Contemporary events in historical perspective.” Journal of Consumer Affairs.19(1):96–117.
  15. Gregoire, Y., Tripp, T. ve Legoux, R. (2009). “When Customer Love Turns into Lasting Hate:The Effects of Relationship Strength and Time on Customer Revenge and Avoidance. “ Journal of Marketing. 73 (6):18-32.
  16. Grubb, EL. ve Grathwohl, HL. (1967).