While today’s marketing world prioritizes the importance of creating and managing brand love, the concept of brand hate appears as a relatively overlooked issue which theoreticians and practitioners do not concentrate on. From this perspective, this study aims to investigate the mediating effect of brand hate on the relationship between the experiential, moral, and identity dimensions of brand avoidance and brand revenge and brand rejection behaviors. A total of 202 usable questionnaires were collected to test the developed model, and the model was tested through SEM. As a result of the research, while it has been proved that brand hate has a mediating effect on the relationship between experiential and identity avoidance and brand revenge and brand rejection behaviors, it has also been presented that brand hate has a mediating role in the relationship between moral avoidance and brand rejection behavior.


Son yıllarda günümüz pazarlama literatüründe ve işletme çevresinde marka kavramına verilen önem gittikçe artmaya başlamıştır. Marka değeri, marka imajı kadar önemli bir kavram olan marka nefreti çalışmalarına her ne kadar bu kadar ilgi gösterilmese de marka nefreti kavramı hem literatürde hem de pratikte tüketici davranışlarını anlama ve buna uygun strateji geliştirme açısından şüphesiz göz ardı edilmemesi gereken bir kavramdır. Bu bakış açısıyla, söz konusu çalışma marka nefretinin deneyimsel, ahlaki ve kimliksel kaçınma boyutları ile marka nefreti sonrası oluşabilecek marka öcü ve marka reddi davranışları arasındaki ilişkide aracı etkisini araştırmayı amaçlamaktadır. Çalışmada geliştirilen modeli test etmek üzere 202 kişiye anket uygulanmış ve model YEM aracılığıyla test edilmiştir. Yapılan araştırma sonucu marka nefretinin söz konusu kaçınma boyutlarının bir kısmı ile marka öcü ve marka reddi arasındaki ilişkide aracı rolü olduğunu ortaya koymuştur. Elde edilen sonuçlar konuyla ilgilenen şirketlerin strateji geliştirmesinde önemli bilgiler sağlamaktadır.


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