CONSUMER NEGATIVITY TOWARDS BRANDS: BRAND HATE OR BRAND SWITCH?

Year 2019, , 78 - 80, 30.07.2019

Fatih Pinarbasi Ebru Enginkaya

https://doi.org/10.17261/Pressacademia.2019.1070

Abstract

Purpose- Consumer negativity
is one of crucial concepts for understanding and evaluating consumers in
today’s world, since emotions play key role for consumer decision making. The
study aims to examine consumer negativity with related concepts (brand hate and
brand switch) in Turkey context.

Methodology- A survey with 135
participants is used for data collection stage and study employs logistic
regression and Mann Whitney Tests for methodology according to non-parametric
structure of data.

Findings- Results imply that
all antecedent variables (negative past experience, symbolic incongruity and
ideological incongruity) have positive relationship with brand hate, while only
negative past experience and symbolic incongruity have positive relationship
with brand switch. Mann Whitney tests also conclude that negative e-wom has
significant differences regarding to brand hate and brand switch variables.

Conclusion- Study included
descriptive statistics regarding to Turkish consumer negativity for managerial
implication. The study confirms antecedents of brand hate regarding to previous
studies, while it implies ideological incongruity as most important antecedent.
Brand switch concept is only affected by negative past experience and symbolic
incongruity, this shows that ideological incongruity does not affect brand
switch intention. Ideological incongruity is found important for concept with
attitude nature (brand hate) while opposite conclusion is valid for concept
with intention nature (brand switch).

Keywords

Consumer negativity, brand negativity, brand hate, brand relationship

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