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Dergiler / İşletme Bilimi Dergisi / 2026 / Cilt: 14 Sayı: 3

Tüketici Davranışında Negatif Döngü: Negatif Geçmiş Deneyimler, Negatif WOM ve Marka Değiştirme Arasındaki İlişkilerde Marka Nefretinin Aracılık Rolü

The Negative Cycle in Consumer Behavior: The Mediating Role of Brand Hate in the Relationships Between Negative Past Experiences, Negative WOM, and Brand Switching

Pınar Hacıhasanoğlu

Sayfa
670–686
Yayın Tarihi
2026-09-25
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Özet

Bu çalışmada, negatif geçmiş deneyimlerin marka nefreti, negatif WOM (negatif ağızdan ağıza iletişim) ve marka değiştirme üzerine etkilerini araştırmak ve bu ilişkide marka nefretinin aracılık rolünü analiz etmek amaçlanmaktadır. Çalışma kapsamında beyaz eşya satın alan tüketicilerin geçmişte yaşadıkları negatif deneyimlerinin bir markayı değiştirme konusunda ne kadar etkisi olduğu; marka nefretinin marka değiştirmedeki aracı rolü önerilen modelle incelenmiştir. Uyaran-Organizma-Tepki (S-O-R) teorisine dayanan model, 288 katılımcıdan online anket yöntemi kullanılarak toplanan verilerin analiziyle test edilmiştir. Verilerin analizinde kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) kullanılmıştır. Sonuçlara göre, negatif geçmiş deneyimlerin marka nefreti, NWOM ve marka değiştirme üzerinde güçlü ve pozitif yönde etkisinin olduğu tespit edilmiştir. Diğer bir sonuç, marka nefretinin marka değiştirmeyi güçlü ve pozitif yönde etkilediğini, NWOM’un ise marka değiştirme üzerinde anlamlı bir etkisinin olmadığını ortaya koymaktadır. Sonuçlar ayrıca negatif geçmiş deneyimlerin marka değiştirme üzerindeki etkisinde marka nefretinin aracılık rolüne sahip olduğunu göstermektedir. Çalışma S-O-R teorisini olumsuz duygular bağlamında ele almakta ve negatif geçmiş deneyim literatürüne dayanarak marka değiştirmeyle arasındaki ilişkide marka nefretinin aracılık rolünü araştırarak negatif tüketici-marka ilişkileri literatürüne katkıda bulunmaktadır. Çalışma ayrıca başta marka nefreti literatürü ve NWOM literatürü olmak üzere olumsuz duygular ve sonuçları literatürüne de katkı sağlamaktadır. Örneklemin daha büyük olduğu, farklı kültürlerde ve zaman kısıtı giderilerek, gelecekte ürün ve hizmet grubu değiştirilerek, yeni değişkenler eklenerek etki ve aracılık analizleri farklı boyutlarda değerlendirilerek benzer çalışmalar yapılabilir.

Abstract

This study aims to investigate the effects of negative past experiences on brand hate, negative word-of-mouth (NWOM), and brand switching, and to analyze the mediating roles of brand hate in these relationships. Within the scope of the study, the extent to which negative past experiences of consumers who purchased white goods influence brand switching, as well as the mediating roles of brand hate, were examined through a proposed model. Based on the Stimulus-Organism-Response (S-O-R) theory, the model was tested by analyzing data collected from 288 participants via an online survey. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized for data analysis. The results indicate that negative past experiences have a strong and positive impact on brand hate, NWOM, and brand switching. Furthermore, the findings reveal that while brand hate significantly and positively influences brand switching, NWOM does not have a statistically significant effect on brand switching. The results also demonstrate that brand hate plays a mediating role in the effect of negative past experiences on brand switching. This study contributes to the literature on negative consumer-brand relationships by examining the Stimulus-Organism-Response (S-O-R) theory within the context of negative emotions and investigating the mediating role of brand hate in the relationship between negative past experiences and brand switching. Furthermore, the research provides significant insights into the literature on negative emotions and their behavioral outcomes, particularly within the domains of brand hate and NWOM. Future studies could be conducted by employing larger samples, exploring different cultural contexts, and eliminating time constraints. Additionally, similar research could be expanded by diversifying product and service categories and incorporating new variables to evaluate impact and mediation analyses across various dimensions.

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Bu Makaleye Atıf Yap

Hacıhasanoğlu, P. (2026). Tüketici Davranışında Negatif Döngü: Negatif Geçmiş Deneyimler, Negatif WOM ve Marka Değiştirme Arasındaki İlişkilerde Marka Nefretinin Aracılık Rolü. İşletme Bilimi Dergisi, Cilt: 14 Sayı: 3, 670–686. https://doi.org/10.22139/jobs.1817979

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