Dijital Çağda Marka Nefretinin Sonuçları

Yıl 2021, Cilt: 5 Sayı: 1, 36 - 63, 31.03.2021

Özlem Çıldırım , Feyza Ağlargöz

Öz

Duygular sadece kişilere atfedilmez. Pazarlama literatüründe tüketicilerin markalara karşı olan duyguları olumlu ve olumsuz duygular olarak gruplandırılmasına rağmen, olumlu duygular daha fazla araştırılmaktadır. Günümüzde olumsuz duyguların da pazarlama alanında önemli bir yere sahip olduğunun fark edilmesiyle, bu alanda da araştırmalar yapılmaya başlamıştır. Olumsuz duygular arasında en yoğun duygu olarak nitelendirilen marka nefretidir. Bu çalışmanın amacı marka nefretini ve bu duyguya sahip kişilerin sergilemiş oldukları davranışları belirli bir çerçevede sunmaktır. Araştırma, özellikle dijital çağ ile birlikte güçlenen tüketicilerin marka nefreti sonucunda sergilemiş oldukları davranışları ele almayı amaçlamaktadır. Kantitatif bu araştırmada araştırmanın verileri 326 tüketiciden çevrimiçi anket yoluyla toplanmıştır. Yapılan analizler sonucunda marka nefretinin erkeklerde daha fazla görüldüğü ve erkeklerin marka nefreti kaynaklı davranışlarda daha etkin olduğu saptanmıştır. Araştırma sonuçları, katılımcıların marka nefreti sonucu ortaya çıkan davranışlar arasında en fazla kaçınma ve olumsuz ağızdan ağıza iletişim (nWOM) davranışlarına yöneldiklerini ve en az siber zorbalık ile intikam alma isteği davranışlarını tercih ettiklerini ortaya koymuştur. Çalışmanın sonuçları marka nefretine sahip kişilerin daha çok pasif davranışlar aracılığıyla markaya karşı olan nefretlerini gösterdiklerini göstermiştir.

Anahtar Kelimeler

Marka, Olumsuz Duygular, Marka Nefreti, Marka Nefretinin Sonuçları

The Consequences of Brand Hate in the Digital Age

Öz

Emotions are not only attributed to individuals. Although consumers' emotions towards brands are grouped as positive and negative emotions in the marketing literature, mostly positive emotions are researched. However, with the realization that negative emotions have an important place in marketing, studies have been gradually started in this area. Among all the negative emotions, brand hate is said to be the most intense. This study aims to present brand hate, and the consequences of brand hate among consumers within a particular framework. The research aims to examine the behavior of empowered consumers, specifically with the rise of digital age. In this quantitative study, the data of the research were collected through online questionnaires from 326 consumers. It was found that brand hate is more prevalent among men, and men are more active in brand hate caused behaviors. The study results revealed that among these hateful behaviors, the participants mostly preferred brand avoidance and negative word-of-mouth (nWOM), while the least preferred behaviors are cyberbullying and revenge. It is concluded that people with brand hate show their hate towards the brand with passive behaviors.

Anahtar Kelimeler

Brand, Negative Emotions, Brand Hate, Consequences of Brand Hate

Kaynakça

• Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
• Akçi, Y., & Kılınç, K. (2016). Tüketicilerin alışveriş sonrası pişmanlıklarının ve gösterdikleri tepkilerinin incelenmesi. İşletme Araştırmaları Dergisi, 8(4), 108-131.
• Archer, J., & Coyne, S. M. (2005). An integrated review of indirect, relational, and social aggression. Personality and social psychology review, 9(3), 212-230.
• Barış, G. (2015). Müşteri İlişkileri Yönetimi (Ed. Timur N. ve Barış G.). Eskişehir: Anadolu Üniversitesi Açıköğretim Yayınları. (s. 146-162).
• Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of general psychology, 5(4), 323-370.
• Bechwati, N. N., & Morrin, M. (2003). Outraged consumers: Getting even at the expense of getting a good deal. Journal of Consumer Psychology, 13(4), 440-453.
• Breitsohl, J., Roschk, H., & Feyertag, C. (2018). Consumer brand bullying behaviour in online communities of service firms. M. Bruhn, & K. Hadwich içinde, In Service business development (s. 289-312). Wiesbaden: Springer Gabler.
• Bryson, D., Atwal, G., & Hultén, P. (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research: An International Journal, 16(4), 393-405.
• Buckels, E. E., Trapnell, P. D., & Paulhus, D. L. (2014). Trolls just want to have fun. Personality and individual Differences, 67, 97-102.
• Chmiel, A., Sobkowicz, P., Sienkiewicz, J., Paltoglou, G., Buckley, K., Thelwall, M., & Hołyst, J. A. (2011). Negative emotions boost user activity at BBC forum. Physica A: statistical mechanics and its applications,, 390(16), 2936-2944.
• Coşkun, R., Altunışık, R., & Yıldırım, E. (2017). Sosyal bilimlerde araştırma yöntemleri SPSS uygulamalı (9. Baskı). Sakarya: Sakarya Yayıncılık.
• Creswell, J. W. (2005). Educational research: Planning, conducting, and evaluating quantitative and qualitative research (2. baskı). Upper Saddle River, NJ: Pearson/Merrill/Prentice Hall.
• Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
• Delzen, M. V. (2014). Identifying the motives and behaviors of brand hate (Yayınlanmamış Yüksek Lisans Tezi), University of Twente, Enschede.
• Demirağ, B., & Çavuşoğlu, S. (2020). Marka kaçınması, marka nefreti ve satın alma niyeti arasındaki ilişkinin incelenmesi: Spor giyim tercih eden tüketicilere yönelik bir araştırma. Alanya Akademik Bakış, 4(3), 577-602.
• Deutsch, M. (1985). Distributive justice: A social-psychological perspective. New Haven, CT: Yale University Press.
• Dijkmans, C., Kerkhof, P., Büyükcan-Tetik, A., & Beukeboom, C. J. (2015). Online conversation and corporate reputation: A two-wave longitudinal study on the effects of exposure to the social media activities of a highly interactive company. Journal of Computer-Mediated Communication, 20(6), 632-648.
• Elliott, R., Eccles, S., & Gournay, K. (1996). Revenge, existential choice, and addictive consumption. Psychology & Marketing, 13(8), 753-768.
• Farshid, M., Ashrafi, L., Wallström, Å., & Engström, A. (2015). Role of anti-brand websites on brand image . Ideas in Marketing Finding the New and Polishing the Old (s. 51-56). içinde Cham: Springer.
• Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business Research, 68(2), 380-390.
• Fetscherin, M. (2019). The five types of brand hate: How they affect consumer behavior. Journal of Business Research, 101, 116-127.
• Field, A. (2013). Discovering Statistics using SPSS (4. Baskı). Londra: SAGE.
• Fournier, S., Dobscha, S., & Mick, D. G. (1998). Preventing the premature death of relationship marketing. Harvard Business Review, 76(1), 42-51.
• Frankfurt, H. G. (1988). Freedom of the will and the concept of a person. What is a person? (s. 127-144). içinde New Jersey: Humana Press.
• Funches, V. (2011). The consumer anger phenomena: causes and consequences. Journal of Services Marketing, 25(6), 420-428.
• Grappi, S., Romani, S., & Bagozzi, R. P. (2013). Consumer response to corporate irresponsible behavior: Moral emotions and virtues. Journal of business research, 66(10), 1814-1821.
• Grégoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46.
• Grégoire, 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.
• Grégoire, 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.
• Guadagnoli, E., & Velicer, W. F. (1988). Relation of sample size to the stability of component patterns. Psychological Bulletin, 103(2), 265-275.
• Hacıoğlu, G., Eren, S. S., Kurt, G., & Çelikkan, H. (2013). Tüketicilerin Düşmanlık Hissi Ve Etnik Merkezciliği Ile Satın Alma Niyeti Arasındaki İlişkiler: Türk Tüketicilerin Fransız Malı Ürünlere Yönelik Tutumlarına Dair Bir Araştırma. 18. Ulusal Pazarlama Kongresi, (s. 19-22.). Kars.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. ((2009). Multivariate Data Analysis (7. Baskı). Upper Saddle River, NJ: Pearson Prentice Hall.
• Hegner, S. M., Fetscherin, M., & Van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25.
• Hofstede, G.(2001). Culture′s Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations (2. Baskı). Sage Publications.
• Hogg, M. K., Banister, E. N., & Stephenson, C. A. (2009). Mapping symbolic (anti-) consumption. Journal of Business Research, 62(2), 148-159.
• Huefner, J. C., Parry, B. L., Payne, C. R., & Otto, S. D. (2002). Consumer retaliation: confirmation and extension. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 114-127.
• Japutra, A., Ekinci, Y., & Simkin, L. (2018). Positive and negative behaviours resulting from brand attachment. European Journal of Marketing, 52(5-6), 1185-1202.
• Khan, M. A., & Lee, M. S. (2014). Prepurchase determinants of brand avoidance: The moderating role of country-of-origin familiarity. Journal of Global Marketing, 27(5), 329-343.
• Krishnamurthy, S., & Küçük, S. Ü. (2009). Anti-branding on the internet. Journal of Business Research, 62(11), 1119-1126.
• Kruger, D., & Byker, D. (2009). Evolved foraging psychology underlies sex differences in shopping experiences and behaviors. Journal of Social, Evolutionary, and Cultural Psychology, 3(4), 315-327.
• Küçük, S. Ü., & Krishnamurthy, S. (2007). An analysis of consumer power on the Internet. Technovation, 27(1-2), 47-56.
• Küçük, S. Ü. (2008). Negative double jeopardy: The role of anti-brand sites on the internet. Journal of Brand Management, 15(3), 209-222.
• Küçük, S. Ü. (2015). A semiotic analysis of consumer-generated antibranding. Marketing Theory, 15(2), 243-264.
• Küçük, S. Ü. (2016). Exploring the legality of consumer anti-branding activities in the digital age. Journal of business ethics, 139(1), 77-93.
• Küçük, S. Ü. (2018). Macro-level antecedents of consumer brand hate. Journal of Consumer Marketing, 35(5), 555-564.
• Küçük, S. Ü. (2019). Consumer brand hate: Steam rolling whatever I see. Psychology & Marketing, 36(5), 431-443.
• Lazarus, R. S. (1991). Progress on a cognitive-motivational-relational theory of emotion. American psychologist, 46(8), 819.
• Lax, H. (2012). Bad is Stronger than Good: Lessons for Customer Loyalty & Experience. 12 15, 2020 tarihinde https://customerthink.com/bad_is_stronger_than_good_lessons_for_customer_loyalty_experience_by_howard_lax/ adresinden alındı.
• Lee, M. S. (2007). Brands we love to hate: an exploration of brand avoidance (Yayınlanmamış Yüksek Lisans Tezi), University of Auckland, Yeni Zelanda.
• Lee, M. S., Conroy, D., & Motion, J. (2009a). Brand avoidance: a negative promises perspective. Advances in Consumer Research, 36, 421-429.
• Lee, M. S., Motion, J., & Conroy, D. (2009b). Anti-consumption and brand avoidance. Journal of Business Research, 62(2), 169-180.
• Liao, S., Chou, C. Y., & Lin, T. H. (2015). Adverse behavioral and relational consequences of service innovation failure. Journal of Business Research, 68(4), 834-839.
• Mick, D. G. (1986). Consumer research and semiotics: Exploring the morphology of signs, symbols, and significance. Journal of consumer research, 13(2), 196-213.
• Mick, D. G., & Buhl, C. (1992). A meaning-based model of advertising experiences. Journal of consumer research, 19(3), 317-338.
• Nasab, S. M., & Abikari, M. (2016). The effects of companies’ social irresponsibility on consumers’ negative emotions toward the brand and their behavior. ASEAN Marketing Journal, 8(2), 128-142.
• Opotow, S. (2005). Hate, conflict, and moral exclusion (Ed. Sternberg R. J.) The Psychology of Hate (ss. 121–153). Washington DC: American Psychological Association.
• Özdamar, K. (2004). Paket programlar ile istatistiksel veri analizi (Çok değişkenli analizler) (5.baskı). Eskişehir: Kaan Kitabevi.
• Pitta, D. A., & Fowler, D. (2005). Online consumer communities and their value to new product developers. Journal of Product & Brand Management, 14(5), 283-291.
• Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of marketing, 47(1), 68-78.
• Romani, S., Grappi, S., & Dalli, D. (2012). Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects. International Journal of Research in Marketing, 29(1), 55-67.
• Romani, S., Grappi, S., Zarantonello, L., & Bagozzi, R. P. (2015). The revenge of the consumer! How brand moral violations lead to consumer anti-brand activism. Journal of Brand Management, 22(8), 658-672.
• Sampedro, A. (2017). Brand hate and brand forgiveness - a dynamic analysis, (Yayınlanmamış Honors Program Theses), Rollins College. Orlando.
• Shapiro, J. P., Baumeister, R. F., & Kessler, J. W. (1991). A three-component model of children's teasing: Aggression, humor, and ambiguity. Journal of Social and Clinical Psychology, 10(4), 459-472.
• Staub, E. (1990). Moral exclusion, personal goal theory, and extreme destructiveness. Journal of Social Issues, 46(1), 47-64.
• Sternberg, R. J. (2003). A duplex theory of hate: Development and applicationto terrorism, massacres, and genocide. Review of General Psychology, 7(3), 299-328.
• Sternberg, R. J. (2005). Understanding and combating hate (Ed. Sternberg R. J.) The Psychology of Hate (s. 37–49). Washington DC: American Psychological Association.
• Şimşek, A. (2012). Araştırma modelleri. Sosyal bilimlerde araştırma yöntemleri.(Ed:A. Şimşek). Eskişehir: Eskişehir: Anadolu Üniversitesi Açıköğretim Yayınları, ss.80-107.
• Thomson, M., Whelan, J., & Johnson, A. R. (2012). Why brands should fear fearful consumers: How attachment style predicts retaliation. Journal of Consumer Psychology, 22(2), 289-298.
• Wooten, D. B. (2006). From labeling possessions to possessing labels: Ridicule and socialization among adolescents. Journal of consumer research, 33(2), 188-198.
• Yüksel, U., & Mryteza, V. (2009). An evaluation of strategic responses to consumer boycotts. Journal of Business Research, 62(2), 248-259.
• Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management, 25(1), 11-25.
• Zeki, S., & Romaya, J. (2008). Neural correlates of hate. Plos One, 3(10), 1-8.
• Zhang, C., & Laroche, M. (2020). Brand hate: a multidimensional construct. Journal of Product & Brand Management, 29, 1-23.
• Zourrig, H., Chebat, J. C., & Toffoli, R. (2009). Consumer revenge behavior: a cross-cultural perspective. Journal of Business Research, 62(10), 995-1001.