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TÜKETİCİLERİN MARKA NEFRETİNİN MARKA MİSİLLEMESİ BAĞLAMINDA İNCELENMESİ

Yıl 2021, Cilt: 4 Sayı: 1, 42 - 56, 30.06.2021

Makbule Müftüoğlu Sevtap Ünal

Öz

Bu araştırmada tüketicilerin markalara yönelik olumsuz duygularından olan marka nefreti kavramını, marka misillemesi bağlamında incelemek ve ortaya çıkmasında etkili olan faktörleri belirlemek amaçlanmıştır. Bu bağlamda sembolik uyumsuzluğun marka nefreti üzerindeki etkisi, marka nefretinin ise marka misillemesi ve olumsuz ağızdan ağıza iletişim ile sonuçlanma olasılığını test etmek hedeflenmiştir. Bu amaçla Manisa il merkezinde bulunan ve herhangi bir markaya yönelik nefret duygusu geliştiren tüketicilerle yüz yüze anket yapılmıştır. Analiz sonuçları doğrultusunda sembolik uyumsuzluğun marka nefreti üzerinde, marka nefretinin ise marka misillemesi ve olumsuz ağızdan ağıza iletişim üzerinde anlamlı bir etkisi bulunduğu tespit edilmiştir.

Anahtar Kelimeler

Olumsuz tüketim duyguları Marka nefreti Marka misillemesi Sembolik uyumsuzluk Olumsuz ağızdan ağıza iletişim

Kaynakça

  • Abid, R., & Khattak, A.K. (2017) Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan, Journal of Accounting & Marketing, 1-10.
  • Ahuvia, A.C. (2005) Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives, Journal of Consumer Research, 22(1), 171–84.
  • Arbuckle, J.L. (2006). Amos 7.0 User’s Guide, Amos Development Corporation (SPSS Inc.).
  • Balıkçıoğlu, B. ve Kıyak, F. M. (2019) Marka nefretinin nedenleri ve sonuçları üzerine görgül bir çalışma, Çankırı Karatekin Üniversitesi İİBF Dergisi. 9 (1), 225-243.
  • Baumeister, R., Bratslavsky, E., Finkenauer, C., & Vohs, K. (2001) Bad is Stronger Than Good, Review of General Psychology, 5, 323-370.
  • Ben-Ze'ev, A. (2000). The Subtlety of Emotions. MIT Press, Cambridge.
  • Bernhard, I. (2015) Haters gonna hate : the influence of avoidance type, company characteristics and anthropomorphism on brand hate (Master Thesis), University of Twente, Enschede.
  • Beugre, C.D. (2005) Reacting Aggressively to Injustive at Work: A Cognitive Stage Model, Journal of Business and Psychology, 20 (2), 291-301.
  • Bonifield C. & Cole, C. (2007) Affective Responses to Service Failure: Anger, Regret, and Retaliatory Versus Conciliatory Responses, Marketing Letters, 18, 85-99.
  • Bosse, J. (2014) Ten things I hate about you: Company factors and their influence on brand hate (Unpublished master's thesis), University of Twente, Enschede.
  • Bryson, D., Atwal, G., & Dreissig, M. (2010) Brand Hate is More Than Just a Feeling, Admap, 32-33.
  • Byrne, B.M. (2010). Structural equation modeling with AMOS basic concepts, applications, and programming. Taylor & Francis Group, New York.
  • Carroll, B.A. & Ahuvia, A.C. (2006) Some Antecedents and Outcomes of Brand Love, Marketing Letter, 17, 79-89.
  • Dalli, D., Romani, S., & Gistri, G. (2006) Brand Dislike: The Dark Side of Consumer Preferences, Advances in Consumer Research, 33, 87-95.
  • Delzen, M.V. (2014) Identifying the motives and behaviors of brand hate (Master Thesis), University of Twente, Enschede.
  • Demirağ, B., Çavuşoğlu, S. (2020) Marka Kaçınması, Marka Nefreti ve Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi: Spor Giyim Tercih Eden Tüketicilere Yönelik Bir Araştırma. Alanya Akademik Bakış, 4 (3), Sayfa No.577-602.
  • Edson, E.J. & Bettman, J. (2005) Self‐construal, Reference Groups, and Brand Meaning, Journal of Consumer Research, 32, 378-389.
  • Fehr, B. & Russell, J.A. (1984) Concept of Emotion Viewed from a Prototype Perspective, Journal of Experimental Psychology, 113(3), 464-486.
  • Fredrickson, B.L. & Branigan, C. (2001) Positive emotions. In T. J. Mayne & G. A Bonanno (Eels.), Emotions: Current issues and directions (123–151). Guilford Press, New York.
  • Funches, V., Markley, M. & Davis, L. (2009) Reprisal, Retribution and Requital: Investigating Customer Retaliation, Journal of Business Research, 62 (2), 231-238.
  • Gregoire, Y. & Fischer, R. J. (2006) The Effects of Relationship Quality on Customer Retaliation, Marketing Letters, 17 (1), 31-46.
  • Gregoire, Y., & Fisher, R. J. (2008) Customer betrayal and retaliation: When your best customers become your worst enemies, Journal of the Academy of Marketing Science, 36(2), 247–261.
  • Gregoire, Y., Laufer, D., & Tripp, T. M. (2010) A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power, Journal of the Academy of Marketing Science, 38(6), 738–758.
  • Grubb, E.L. & Grathwohl, H.L. (1967), Consumer Self-concept, Symbolism and Market Behavior: A Theoretical Approach, Journal of Marketing, 31, 22-27.
  • Günaydın, R. (2019) Marka Nefreti Motivasyonlarının ve Davranışlarının Belirlenmesi, Yüksek Lisans Tezi, Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü, Gümüşhane.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Prentice Hall, New Jersey.
  • Hegner, S.M., Fetscherin, M. & Van Delzen, M. (2017) Determinants and Outcomes of Brand Hate, Journal of Product and Brand Management, 26 (1), 13-25.
  • Hogg, M.K., Cox, A.J. & Keeling, K. (2000) The İmpact of Self-monitoring on İmage Congruence and Product/brand Evaluation, European Journal of Marketing, 34, 641-667.
  • Huefner, J.C. & Hunt, K.H. (2000) Consumer Retaliation as a Response to Dissatisfaction, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 13, 61-82.
  • Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Asil Yayın Dağıtım, Ankara.
  • Khan, M. & Lee, M. (2014) Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-origin Familiarity, Journal of Global Marketing, 27, 329-343.
  • Krishnamurthy, S. & Kucuk, S.U. (2009) Anti-branding on the İnternet, Journal of Business Research, 62, 1119-1126.
  • Kucuk, S.U. (2008) Negative Double Jeopardy: The Role of Anti-brand Sites on the İnternet, Journal of Brand Management, 15, 209-222.
  • Kucuk, S.U. (2016). Brand Hate: Navigating Consumer Negativity in the Digital World. Palgrave‐ MacMillan Publishing, London.
  • Laros, F.J.M. & Steenkamp, J.B.E.M. (2005) Emotions in Consumer Behavior: A Hierarchical Approach, Journal of Business Research, 58(10), 1437–1445.
  • Lee, M.S., Motion, J., & Conroy, D. (2009) Anti-consumption and Brand Avoidance, Journal of Business Research, 62, 169-180.
  • LU Hui F. (2018). The influence of Consumers' Negative Cognition, Brand Hate and Brand Betrayal on Consumer Behavior: A Csae Study of Restaurant and Apparel Service Industry (Master Thesis). Jishou Üniversitesi, China.
  • Ogilvie, D. (1987) The Undesired Self: A Neglected Variable in Personality Research, Journal of Personality and Social Psychology, 52, 379-385.
  • Öney, M. (2020) Tüketici Etnosentrizminin Tüketim Sonrası Olumsuz Duygular, Tüketici Şikayet Davranışları, Marka Nefreti Üzerindeki Rolü, Yüksek Lisans Tezi, Karabük Üniversitesi Lisansüstü Eğitim Enstitüsü, Karabük.
  • Örs, M, Kaytaz, M . (2020) Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi, OPUS Uluslararası Toplum Araştırmaları Dergisi, 15 (26), 4101-4133.
  • Preijers, S. (2016) Brand Hate; Exploring and understanding the concept (Master Thesis). Radboud University, Nijmegen.
  • Rempel, J.K. & Burris, C.T. (2005) Let me Count the Ways: An İntegrative Theory of Love and Hate, Personal Relationships, 12, 297-313.
  • Richins, M. (1983) Negative Word-of-mouth by Dissatisfied Consumers: A Pilot Study, The Journal of Marketing, 47(1), 68–78.
  • Romani, S., Sadeh, H. & Dalli, D. (2009) When the Brand is Bad, I’m Mad! An Exploration of Negative Emotions to Brands, Advances in Consumer Research, 36, 494-501.
  • Salvatori, E. (2007). Brand hate: The “Dark Side” of Consumer Attitudes Towards a Brand.
  • Shaver, P., Schwartz, J., Kirson, D., & O'Connor, C. (1987) Emotion Knowledge: Further Exploration of a Prototype Approach, Journal of Personality and Social Psychology, 52, 1061-1086.
  • Singh, J. (1988) Consumer Complaint İntentions and Behavior: Definitional and Taxonomical issue, Journal of Marketing, 52, 93-107.
  • Sinha, N., Ahuja, V. & Medury, Y. (2011) Corporate Blogs and İnternet Marketing – Using Consumer Knowledge and Emotion as Strategic Variables to Develop Consumer Engagement, Journal of Database Marketing & Customer Strategy Management, 18(3), 185–199.
  • Sternberg, R.J. (1986) A Triangular Theory of Love, Psychological Review, 93, 119–135.
  • Sternberg, R.J. (2003) A Duplex Theory of Hate: Development and Application to Terrorism, Massacres, and Genocide, Review of General Psychology, 7(3), 299–328.
  • Tabachnick, B.G. and Fidell, L.S. (2013). Using Multivariate Statistics. Pearson, Boston.
  • Ünal, S. ve Deveci F. G.(2016) Effective Variables On Emotional Ambivalence During Jewelry Purchase, Journal of Marketing and Strategic Management, 10, 52-74.
  • Weingarten, K. (2006) On Hating to Hate, Family Process, 45(3), 277-288.
  • Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. (2016) Brand Hate, Journal of Product & Brand Management, 25(1), 11-25.
  • Zeithaml, V., Berry, L., & Parasuraman, A. (1996) The Behavioral Consequences of Service Quality, Journal of Marketing, 60, 31-46.
  • Zeki, S., & Romaya, J. (2008) Neural correlates of hate, PloS One, 3(10), 1-8.
  • Türk Dil Kurumu; http://www.tdk.gov.tr/index.php?option=com_gts&kelime=NEFRET Erişim Tarihi (11 Ağustos 2019)

EXAMINING CONSUMERS 'BRAND HATE IN THE CONTEXT OF BRAND REFLECTION

Yıl 2021, Cilt: 4 Sayı: 1, 42 - 56, 30.06.2021

Makbule Müftüoğlu Sevtap Ünal

Öz

In this study, it was aimed to examine the concept of brand hate, which is one of the negative feelings of consumers towards brands, in the context of brand retaliation and to determine the factors that affect its emergence. In this context, it is aimed to test the effect of symbolic incompatibility on brand hate, and the possibility of brand hate to result in brand retaliation and negative word-of-mouth communication. For this purpose, a face-to-face survey was conducted with consumers in the city center of Manisa who developed a sense of hatred towards any brand. According to the results of the analysis, it was determined that symbolic incompatibility has a significant effect on brand hate, while brand hate has a significant effect on brand retaliation and negative word-of-mouth communication.

Anahtar Kelimeler

Negative consumption feelings Brand hate Brand retaliation Symbolic incompatibility Negative word of mouth communication

Kaynakça

  • Abid, R., & Khattak, A.K. (2017) Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan, Journal of Accounting & Marketing, 1-10.
  • Ahuvia, A.C. (2005) Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives, Journal of Consumer Research, 22(1), 171–84.
  • Arbuckle, J.L. (2006). Amos 7.0 User’s Guide, Amos Development Corporation (SPSS Inc.).
  • Balıkçıoğlu, B. ve Kıyak, F. M. (2019) Marka nefretinin nedenleri ve sonuçları üzerine görgül bir çalışma, Çankırı Karatekin Üniversitesi İİBF Dergisi. 9 (1), 225-243.
  • Baumeister, R., Bratslavsky, E., Finkenauer, C., & Vohs, K. (2001) Bad is Stronger Than Good, Review of General Psychology, 5, 323-370.
  • Ben-Ze'ev, A. (2000). The Subtlety of Emotions. MIT Press, Cambridge.
  • Bernhard, I. (2015) Haters gonna hate : the influence of avoidance type, company characteristics and anthropomorphism on brand hate (Master Thesis), University of Twente, Enschede.
  • Beugre, C.D. (2005) Reacting Aggressively to Injustive at Work: A Cognitive Stage Model, Journal of Business and Psychology, 20 (2), 291-301.
  • Bonifield C. & Cole, C. (2007) Affective Responses to Service Failure: Anger, Regret, and Retaliatory Versus Conciliatory Responses, Marketing Letters, 18, 85-99.
  • Bosse, J. (2014) Ten things I hate about you: Company factors and their influence on brand hate (Unpublished master's thesis), University of Twente, Enschede.
  • Bryson, D., Atwal, G., & Dreissig, M. (2010) Brand Hate is More Than Just a Feeling, Admap, 32-33.
  • Byrne, B.M. (2010). Structural equation modeling with AMOS basic concepts, applications, and programming. Taylor & Francis Group, New York.
  • Carroll, B.A. & Ahuvia, A.C. (2006) Some Antecedents and Outcomes of Brand Love, Marketing Letter, 17, 79-89.
  • Dalli, D., Romani, S., & Gistri, G. (2006) Brand Dislike: The Dark Side of Consumer Preferences, Advances in Consumer Research, 33, 87-95.
  • Delzen, M.V. (2014) Identifying the motives and behaviors of brand hate (Master Thesis), University of Twente, Enschede.
  • Demirağ, B., Çavuşoğlu, S. (2020) Marka Kaçınması, Marka Nefreti ve Satın Alma Niyeti Arasındaki İlişkinin İncelenmesi: Spor Giyim Tercih Eden Tüketicilere Yönelik Bir Araştırma. Alanya Akademik Bakış, 4 (3), Sayfa No.577-602.
  • Edson, E.J. & Bettman, J. (2005) Self‐construal, Reference Groups, and Brand Meaning, Journal of Consumer Research, 32, 378-389.
  • Fehr, B. & Russell, J.A. (1984) Concept of Emotion Viewed from a Prototype Perspective, Journal of Experimental Psychology, 113(3), 464-486.
  • Fredrickson, B.L. & Branigan, C. (2001) Positive emotions. In T. J. Mayne & G. A Bonanno (Eels.), Emotions: Current issues and directions (123–151). Guilford Press, New York.
  • Funches, V., Markley, M. & Davis, L. (2009) Reprisal, Retribution and Requital: Investigating Customer Retaliation, Journal of Business Research, 62 (2), 231-238.
  • Gregoire, Y. & Fischer, R. J. (2006) The Effects of Relationship Quality on Customer Retaliation, Marketing Letters, 17 (1), 31-46.
  • Gregoire, Y., & Fisher, R. J. (2008) Customer betrayal and retaliation: When your best customers become your worst enemies, Journal of the Academy of Marketing Science, 36(2), 247–261.
  • Gregoire, Y., Laufer, D., & Tripp, T. M. (2010) A comprehensive model of customer direct and indirect revenge: Understanding the effects of perceived greed and customer power, Journal of the Academy of Marketing Science, 38(6), 738–758.
  • Grubb, E.L. & Grathwohl, H.L. (1967), Consumer Self-concept, Symbolism and Market Behavior: A Theoretical Approach, Journal of Marketing, 31, 22-27.
  • Günaydın, R. (2019) Marka Nefreti Motivasyonlarının ve Davranışlarının Belirlenmesi, Yüksek Lisans Tezi, Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü, Gümüşhane.
  • Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective. Pearson Prentice Hall, New Jersey.
  • Hegner, S.M., Fetscherin, M. & Van Delzen, M. (2017) Determinants and Outcomes of Brand Hate, Journal of Product and Brand Management, 26 (1), 13-25.
  • Hogg, M.K., Cox, A.J. & Keeling, K. (2000) The İmpact of Self-monitoring on İmage Congruence and Product/brand Evaluation, European Journal of Marketing, 34, 641-667.
  • Huefner, J.C. & Hunt, K.H. (2000) Consumer Retaliation as a Response to Dissatisfaction, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 13, 61-82.
  • Kalaycı, Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Asil Yayın Dağıtım, Ankara.
  • Khan, M. & Lee, M. (2014) Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-origin Familiarity, Journal of Global Marketing, 27, 329-343.
  • Krishnamurthy, S. & Kucuk, S.U. (2009) Anti-branding on the İnternet, Journal of Business Research, 62, 1119-1126.
  • Kucuk, S.U. (2008) Negative Double Jeopardy: The Role of Anti-brand Sites on the İnternet, Journal of Brand Management, 15, 209-222.
  • Kucuk, S.U. (2016). Brand Hate: Navigating Consumer Negativity in the Digital World. Palgrave‐ MacMillan Publishing, London.
  • Laros, F.J.M. & Steenkamp, J.B.E.M. (2005) Emotions in Consumer Behavior: A Hierarchical Approach, Journal of Business Research, 58(10), 1437–1445.
  • Lee, M.S., Motion, J., & Conroy, D. (2009) Anti-consumption and Brand Avoidance, Journal of Business Research, 62, 169-180.
  • LU Hui F. (2018). The influence of Consumers' Negative Cognition, Brand Hate and Brand Betrayal on Consumer Behavior: A Csae Study of Restaurant and Apparel Service Industry (Master Thesis). Jishou Üniversitesi, China.
  • Ogilvie, D. (1987) The Undesired Self: A Neglected Variable in Personality Research, Journal of Personality and Social Psychology, 52, 379-385.
  • Öney, M. (2020) Tüketici Etnosentrizminin Tüketim Sonrası Olumsuz Duygular, Tüketici Şikayet Davranışları, Marka Nefreti Üzerindeki Rolü, Yüksek Lisans Tezi, Karabük Üniversitesi Lisansüstü Eğitim Enstitüsü, Karabük.
  • Örs, M, Kaytaz, M . (2020) Marka Nefreti ve Olası Sonuçları Üzerinde İşletme Telafi Süreçlerinin Düzenleyici Etkisi, OPUS Uluslararası Toplum Araştırmaları Dergisi, 15 (26), 4101-4133.
  • Preijers, S. (2016) Brand Hate; Exploring and understanding the concept (Master Thesis). Radboud University, Nijmegen.
  • Rempel, J.K. & Burris, C.T. (2005) Let me Count the Ways: An İntegrative Theory of Love and Hate, Personal Relationships, 12, 297-313.
  • Richins, M. (1983) Negative Word-of-mouth by Dissatisfied Consumers: A Pilot Study, The Journal of Marketing, 47(1), 68–78.
  • Romani, S., Sadeh, H. & Dalli, D. (2009) When the Brand is Bad, I’m Mad! An Exploration of Negative Emotions to Brands, Advances in Consumer Research, 36, 494-501.
  • Salvatori, E. (2007). Brand hate: The “Dark Side” of Consumer Attitudes Towards a Brand.
  • Shaver, P., Schwartz, J., Kirson, D., & O'Connor, C. (1987) Emotion Knowledge: Further Exploration of a Prototype Approach, Journal of Personality and Social Psychology, 52, 1061-1086.
  • Singh, J. (1988) Consumer Complaint İntentions and Behavior: Definitional and Taxonomical issue, Journal of Marketing, 52, 93-107.
  • Sinha, N., Ahuja, V. & Medury, Y. (2011) Corporate Blogs and İnternet Marketing – Using Consumer Knowledge and Emotion as Strategic Variables to Develop Consumer Engagement, Journal of Database Marketing & Customer Strategy Management, 18(3), 185–199.
  • Sternberg, R.J. (1986) A Triangular Theory of Love, Psychological Review, 93, 119–135.
  • Sternberg, R.J. (2003) A Duplex Theory of Hate: Development and Application to Terrorism, Massacres, and Genocide, Review of General Psychology, 7(3), 299–328.
  • Tabachnick, B.G. and Fidell, L.S. (2013). Using Multivariate Statistics. Pearson, Boston.
  • Ünal, S. ve Deveci F. G.(2016) Effective Variables On Emotional Ambivalence During Jewelry Purchase, Journal of Marketing and Strategic Management, 10, 52-74.
  • Weingarten, K. (2006) On Hating to Hate, Family Process, 45(3), 277-288.
  • Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. (2016) Brand Hate, Journal of Product & Brand Management, 25(1), 11-25.
  • Zeithaml, V., Berry, L., & Parasuraman, A. (1996) The Behavioral Consequences of Service Quality, Journal of Marketing, 60, 31-46.
  • Zeki, S., & Romaya, J. (2008) Neural correlates of hate, PloS One, 3(10), 1-8.
  • Türk Dil Kurumu; http://www.tdk.gov.tr/index.php?option=com_gts&kelime=NEFRET Erişim Tarihi (11 Ağustos 2019)
Toplam 57 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Makbule Müftüoğlu 0000-0003-4660-3758

Sevtap Ünal 0000-0002-5581-7216

Yayımlanma Tarihi 30 Haziran 2021
Gönderilme Tarihi 11 Aralık 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 4 Sayı: 1

Kaynak Göster

APA Müftüoğlu, M., & Ünal, S. (2021). TÜKETİCİLERİN MARKA NEFRETİNİN MARKA MİSİLLEMESİ BAĞLAMINDA İNCELENMESİ. Journal of Business Innovation and Governance, 4(1), 42-56.
 Kapak Resmi İndir

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