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Journals / Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2021 / Cilt: 0 - Sayı: 42

THE EFFECT OF BRAND HATE ON NEGATIVE WORD OF MOUTH COMMUNICATION AND NON-REPURCHASE INTENTION

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

Bülent DEMİRAĞ
Sinan ÇAVUŞOĞLU
Pages
261–275
Publication Date
2022-10-18
DOI
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AI Summary & Key Takeaways

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

According to the results, it was found that brand hate positively affected negative word of mouth communication (ß =, 81, p

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to investigate the effect of brand hate on negative word of mouth communication and nonrepurchase intention.
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Key Findings & Data:Within the scope aim of the research, data was collected from 400 consumers using a questionnaire.
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Conclusion & Impact:According to the results, it was found that brand hate positively affected negative word of mouth communication (ß =, 81, p
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The purpose of this study is to investigate the effect of brand hate on negative word of mouth communication and nonrepurchase intention. The population of the research consists of consumers who hate the brand they bought in Turkey. Within the scope aim of the research, data was collected from 400 consumers using a questionnaire. In the research, Smart PLS 3 (Partial Least Squares) statistics program was used in the data analysis. According to the results, it was found that brand hate positively affected negative word of mouth communication (ß =, 81, p

Özet

Bu araştırmanın amacı, marka nefretinin negatif ağızdan ağıza iletişim ve tekrar satın almama niyetine etkisini incelenmektir.Araştırmanın evrenini Türkiye’de satın aldığı markadan nefret etmiş tüketiciler oluşturmaktadır. Araştırmanın amacıkapsamında 400 tüketiciden anket formu kullanılarak veri toplanmıştır. Araştırmada veri analizi aşamasında Smart PLS 3(Partial Least Squares) istatistik programı kullanılmıştır. Araştırma sonuçlarına göre marka nefreti, negatif ağızdan ağızailetişim (ß=,81, p

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Cite This Article

DEMİRAĞ, B., ÇAVUŞOĞLU, S. (2022). THE EFFECT OF BRAND HATE ON NEGATIVE WORD OF MOUTH COMMUNICATION AND NON-REPURCHASE INTENTION. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 0 - Sayı: 42, 261–275. https://ajindex.com/articles/587473

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