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MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ

Year 2021, Issue: 42, 261 - 275, 08.01.2021
https://doi.org/10.30794/pausbed.733916

Abstract

Araştırma, marka nefretinin negatif ağızdan ağıza iletişim ve tekrar satın almama niyetine olan etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini, belirli bir markayı satın almış ve herhangi bir nedenle markadan nefret etmiş tüketiciler oluşturmaktadır. Araştırmanın amacına ulaşabilmek için 400 tüketiciden veri toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre marka nefretinin, negatif ağızdan ağıza iletişim ve tekrar satın almama niyetini pozitif yönde anlamlı olarak etkilediği tespit edilmiştir. Negatif ağızdan ağıza iletişiminin ise benzer bir şekilde tekrar satın almama niyetini pozitif yönde anlamlı olarak etkilediği belirlenmiştir.

References

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  • Baghi, I. & Gabrielli, V. (2019). “The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand”, J. Prod. Brand Manag. 28(5), 653-670.
  • Batra, R. & Ahuvia, A. & Bagozzi, R.P. (2012). “Brand love”, J. Mark. 76(2), 1-16.
  • Baumeister, R. & Bratslavsky, E. & Finkenauer, C. & Vohs, K. (2001). “Bad is stronger than good”, Review of General Psychology, 5, 323-370.
  • Bies, R. J. & Shapiro, D. L. (1987). “Interactional fairness judgements: The influence of causal accounts”, Social Justice Research, 1(2), 199-218.
  • Blodgett, J. G. & Hill, D. J. & Tax, S. S. (1997). “The effects of distributive, procedural, and interactional justice on post-complaint behavior”, Journal of Retailing, 73(2), 185-210.
  • Bonifield, C. & Cole, C. (2007). “Affective responses to service failure: anger, regret, and retaliatory versus conciliatory responses”, Marketing Letters, 18, 85-99.
  • Bryson, D. & Atwal, G. (2019). “Brand hate: the case of Starbucks in France”, Br. Food J., 121(1), 172-182.
  • Bryson, D. & Atwal, G. & Hulten, P. (2013). “Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands”, Qual. Mark. Res. Int. J., 16(4), 393-405.
  • Cambefort, M. & Roux, E. (2019). “A typology of the perceived risks in the context of consumer brand resistance”, J. Prod. Brand Manag. 28(5), 575-585.
  • Carroll, B.A. & Ahuvia, A.C. (2006). “Some antecedents and outcomes of brand love”, Mark. Lett., 17(2), 79-89.
  • Christodoulides, G. & Jevons, C. & Bonhomme, J. (2012), “Memo to marketers: quantitative evidence for change”, Journal of Advertising Research, 52(1), 53-64.
  • Cooper, T. & Stavros, C. & Dobele, A.R. (2019). “Domains of influence: exploring negative sentiment in social media”, J. Prod. Brand Manag., 28(5), 684-699.
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  • Hair, J. F. & Sarstedt, M. & Ringle, C. M. & Mena, J. A. (2012). “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research”, Journal of the Academy of Marketing Science, 40(3), 414-433.
  • Hair, J.F. & Ringle, C.M. & Sarstedt, M. (2011). “PLS-SEM: indeed a silver bullet”, Journal of Marketing Theory and Practice, 19(2), 139-152.
  • Hart, C.W. & Heskett, J.L. & Sasser, W.E. Jr. (1990). “The profitable art of service recovery”, Harvard Business Review, 68(4), 148-156.
  • Hegner, S.M. & Fetscherin, M. & Van Delzen, M. (2017). “Determinants and outcomes of brand hate”, J. Prod. Brand Manag., 26(1), 13-25.
  • Henseler, J. & Ringle, C. M. & Sinkovics, R. R. (2009). “The use of partial least squares path modeling in international marketing. In New challenges to international marketing”, Emerald Group Publishing Limited, 20, 277-319.
  • Hirschman, A.O. (1970). Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States, Harvard University Press, London.
  • Hu, L. T., & Bentler, P. M. (1999). “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives”, Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Istanbulluoglu, D. & Leek, S. & Szmigin, I.T. (2017). “Beyond exit and voice: Developing an integrated taxonomy of consumer complaining behaviour”, Eur. J. Market., 51(5/6), 1109-1128.
  • Jayasimha, K.R. & Chaudhary, H. & Chauhan, A. (2017). “Investigating consumer advocacy, community usefulness, and brand avoidance”, Market. Intell. Plan., 35(4), 488-509.
  • Johnson, R. A. & Matear, M. & Thompson, M. (2011). “A coal in the heart: Selfrelevance as a post-exit predictor of consumer anti-brand actions”, Journal of Consumer Research, 38(1), 108-125.
  • Kaiser, H. F. (1974). “An index of factorial simplicity”, Psychometrika, 39(1), 31-36.
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  • Krishnan, S., & Valle, V. A. (1979). Dissatisfaction attributions and consumer complaint behavior, ACR North American Advances.
  • Kucuk, S. U. (2019). What Is Brand Hate?. In Brand Hate (s. 23-48). Palgrave Macmillan, Cham.
  • Kucuk, S. U. (2008). “Negative double jeopardy: the role of anti-brand sites on the Internet”, Brand Management, 15(3), 209-222.
  • Kucuk, S. U. (2018). Brand Hate: Navigating Consumer Negativity in the Digital World, Springer, AG Switzerland.
  • Kuo, Y.F. & Wu, C. M. & Deng, W. J. (2009). “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile valueadded services”, Comput. Hum. Behav., 25(4), 887-896.
  • Liang, L.J. & Choi, H. C. & Joppe, M. (2018). “Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity”, J. Travel Tour. Mark., 35(1), 73-89.
  • Liao, T.H. & Keng, C. J. (2013). “Online shopping delivery delay: finding a psychological recovery strategy by online consumer experiences”, Comput. Hum. Behav., 29(4), 1849-1861.
  • Mooradian, T. A. & Olver, J. M. (1997). “I can't get no satisfaction:” The impact of personality and emotion on postpurchase processes, Psychology & Marketing, 14(4), 379-393.
  • Nyer, P. & Gopinath, M. (2005). “Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: the role of public commitment”, Psychology & Marketing, 22, 937-953.
  • Odoom, R. & Kosiba, J.P. & Djamgbah, C.T. & Narh, L. (2019). “Brand avoidance: underlying protocols and a practical scale”, J. Prod. Brand Manag., 28(5), 586-597.
  • Park, C. W. & Eisingerich, A. B. & Park, J. W. (2013). “Attachment–aversion (AA) model of customer brand relationships”, J. Consum. Psychol., 23(2), 229-248.
  • Park, C. W. & Eisingerich, A. B. & Park, J. W. (2013). “From brand aversion or indifference to brand attachment: authors’ response to commentaries to Park, Eisingerich, and Park’s brand attachment–aversion model”, J. Consum. Psychol., 23(2), 269-274.
  • Philp, M. & Pyle, M. A. & Ashworth, L. (2018). “Risking the self: the impact of self-esteem on negative word-of-mouth behavior”, Mark. Lett., 29(1), 101-113.
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  • Singh, J. (1988). “Consumer complaint intentions and behavior: definitional and taxonomical issues”, Journal of Marketing, 52, 93-107.
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Year 2021, Issue: 42, 261 - 275, 08.01.2021
https://doi.org/10.30794/pausbed.733916

Abstract

References

  • Ali, F. & Rasoolimanesh, S.M. & Sarstedt, M. & Ringle, C.M. & Ryu, K. (2018). “An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research”, International Journal of Contemporary Hospitality Management, 30(1), 514-538.
  • Baghi, I. & Gabrielli, V. (2019). “The role of crisis typology and cultural belongingness in shaping consumers’ negative responses towards a faulty brand”, J. Prod. Brand Manag. 28(5), 653-670.
  • Batra, R. & Ahuvia, A. & Bagozzi, R.P. (2012). “Brand love”, J. Mark. 76(2), 1-16.
  • Baumeister, R. & Bratslavsky, E. & Finkenauer, C. & Vohs, K. (2001). “Bad is stronger than good”, Review of General Psychology, 5, 323-370.
  • Bies, R. J. & Shapiro, D. L. (1987). “Interactional fairness judgements: The influence of causal accounts”, Social Justice Research, 1(2), 199-218.
  • Blodgett, J. G. & Hill, D. J. & Tax, S. S. (1997). “The effects of distributive, procedural, and interactional justice on post-complaint behavior”, Journal of Retailing, 73(2), 185-210.
  • Bonifield, C. & Cole, C. (2007). “Affective responses to service failure: anger, regret, and retaliatory versus conciliatory responses”, Marketing Letters, 18, 85-99.
  • Bryson, D. & Atwal, G. (2019). “Brand hate: the case of Starbucks in France”, Br. Food J., 121(1), 172-182.
  • Bryson, D. & Atwal, G. & Hulten, P. (2013). “Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands”, Qual. Mark. Res. Int. J., 16(4), 393-405.
  • Cambefort, M. & Roux, E. (2019). “A typology of the perceived risks in the context of consumer brand resistance”, J. Prod. Brand Manag. 28(5), 575-585.
  • Carroll, B.A. & Ahuvia, A.C. (2006). “Some antecedents and outcomes of brand love”, Mark. Lett., 17(2), 79-89.
  • Christodoulides, G. & Jevons, C. & Bonhomme, J. (2012), “Memo to marketers: quantitative evidence for change”, Journal of Advertising Research, 52(1), 53-64.
  • Cooper, T. & Stavros, C. & Dobele, A.R. (2019). “Domains of influence: exploring negative sentiment in social media”, J. Prod. Brand Manag., 28(5), 684-699.
  • Crié, D. (2003). “Consumers’ complaint behaviour. Taxonomy, typology and determinants: towards a unified ontology”, The Journal of Database Marketing & Customer Strategy Management, 11(1), 60-79.
  • Curina, I. & Francioni, B. & Hegner, S. M. & Cioppi, M. (2020). “Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting”, Journal of Retailing and Consumer Services, 54.
  • Çavuşoğlu, S. & Bilginer, F. (2018). “Tüketici Deneyimlerinin Tekrar Ziyaret Etme Niyetine Etkisi: Bingöl İli Örneği”, Türk Sosyal Bilimler Araştırmaları Dergisi, 3(1), 72-85.
  • Çavuşoğlu, S. & Durmaz, Y. (2019). “Yeşil Davranışlara Karşı Tutumun Ziyaret Niyetine Etkisinde Yeşil İmajın Düzenleyicilik Rolü: Yeşil Oteller Örneği”, Fırat Üniversitesi Sosyal Bilimler Dergisi, 29(2), 303-315.
  • Davvetas, V. & Diamantopoulos, A. (2017). “Regretting your brand-self? The moderating role of consumer-brand identification on consumer responses to purchase regret”, J. Bus. Res., 80, 218-227.
  • Day, R. & Landon, L. (1977). Towards a theory of consumer complaining behavior, in Arch Woodside, J.S. and Bennet, P. (Eds), Consumer and Industrial Buying Behavior, North-Holland Publishing, Amsterdam.
  • Day, R. L. & Grabicke, K. & Schaetzle, T. & Staubach, F. (1981). “The hidden agenda of consumer complaining”, Journal of Retailing, 57(3), 86-106.
  • Fahmi, T.M. & Zaki, H.S. (2018). “Drivers and outcomes of brand hate in the tourism sector”, Journal of the Faculty of Tourism and Hotels-University of Sadat City, 2(2), 130-150.
  • Fornell, C. & Larcker, D. F. (1981). “Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics”, Journal of Marketing Research, May, 382-388.
  • Fornell, C. & Wernerfelt, B. (1987). “Defensive marketing strategy by customer complaint management: a theoretical analysis”, Journal of Marketing Research, 24(4), 337-346.
  • Fournier, S. & Alvarez, C. (2013). “Relating badly to brands”, Journal of Consumer Psychology, 23(2), 253-264.
  • Fournier, S. (1998). “Consumers and their brands: developing relationship theory in consumer research”, J. Consum. Res., 24(4), 343-373.
  • Gensler, S. & Veolckner, F. & Liu-Thompkins, Y. & Wiertz, C. (2013). “Managing brands in the social media environment”, J. Interact. Mark., 27(4), 242-256.
  • Gronhaug, K. & Zaltman, G. (1981). “Complainers and noncomplainers revisited: Another look at the data”, Journal of Economic Psychology, 1(2), 121-134.
  • Gürbüz, S. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Hair, J. F. & Risher, J. J. & Sarstedt, M. & Ringle, C. M. (2019). “When to use and how to report the results of PLS-SEM”, European Business Review, 31(1), 2-24.
  • Hair, J. F. & Sarstedt, M. & Ringle, C. M. & Mena, J. A. (2012). “An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research”, Journal of the Academy of Marketing Science, 40(3), 414-433.
  • Hair, J.F. & Ringle, C.M. & Sarstedt, M. (2011). “PLS-SEM: indeed a silver bullet”, Journal of Marketing Theory and Practice, 19(2), 139-152.
  • Hart, C.W. & Heskett, J.L. & Sasser, W.E. Jr. (1990). “The profitable art of service recovery”, Harvard Business Review, 68(4), 148-156.
  • Hegner, S.M. & Fetscherin, M. & Van Delzen, M. (2017). “Determinants and outcomes of brand hate”, J. Prod. Brand Manag., 26(1), 13-25.
  • Henseler, J. & Ringle, C. M. & Sinkovics, R. R. (2009). “The use of partial least squares path modeling in international marketing. In New challenges to international marketing”, Emerald Group Publishing Limited, 20, 277-319.
  • Hirschman, A.O. (1970). Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States, Harvard University Press, London.
  • Hu, L. T., & Bentler, P. M. (1999). “Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives”, Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
  • Istanbulluoglu, D. & Leek, S. & Szmigin, I.T. (2017). “Beyond exit and voice: Developing an integrated taxonomy of consumer complaining behaviour”, Eur. J. Market., 51(5/6), 1109-1128.
  • Jayasimha, K.R. & Chaudhary, H. & Chauhan, A. (2017). “Investigating consumer advocacy, community usefulness, and brand avoidance”, Market. Intell. Plan., 35(4), 488-509.
  • Johnson, R. A. & Matear, M. & Thompson, M. (2011). “A coal in the heart: Selfrelevance as a post-exit predictor of consumer anti-brand actions”, Journal of Consumer Research, 38(1), 108-125.
  • Kaiser, H. F. (1974). “An index of factorial simplicity”, Psychometrika, 39(1), 31-36.
  • Keiningham, T.L. & Rust, R.T. & Lariviere, B. & Aksoy, L. & Williams, L. (2018). A roadmap for driving customer word-of-mouth”, Journal of Service Management, 29(1), 2-38.
  • Kement, Ü. & Çavuşoğlu, S. & Bükey, A. & Başar, B. (2018). “Termal Turizm İşletmelerinde Tekrar Ziyaret ve Tavsiye Etme Niyetinin İncelenmesi: Otel Ambiyansının Düzenleyici Rolü”, 19. Ulusal Turizm Kongresi, s. 17-21.
  • Kordrostami, M. & Kordrostami, E. (2019). “Secure or fearful, who will be more resentful? Investigating the interaction between regulatory focus and attachment style”, J. Prod. Brand Manag., 28(5), 671-683.
  • Krishnan, S., & Valle, V. A. (1979). Dissatisfaction attributions and consumer complaint behavior, ACR North American Advances.
  • Kucuk, S. U. (2019). What Is Brand Hate?. In Brand Hate (s. 23-48). Palgrave Macmillan, Cham.
  • Kucuk, S. U. (2008). “Negative double jeopardy: the role of anti-brand sites on the Internet”, Brand Management, 15(3), 209-222.
  • Kucuk, S. U. (2018). Brand Hate: Navigating Consumer Negativity in the Digital World, Springer, AG Switzerland.
  • Kuo, Y.F. & Wu, C. M. & Deng, W. J. (2009). “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile valueadded services”, Comput. Hum. Behav., 25(4), 887-896.
  • Liang, L.J. & Choi, H. C. & Joppe, M. (2018). “Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity”, J. Travel Tour. Mark., 35(1), 73-89.
  • Liao, T.H. & Keng, C. J. (2013). “Online shopping delivery delay: finding a psychological recovery strategy by online consumer experiences”, Comput. Hum. Behav., 29(4), 1849-1861.
  • Mooradian, T. A. & Olver, J. M. (1997). “I can't get no satisfaction:” The impact of personality and emotion on postpurchase processes, Psychology & Marketing, 14(4), 379-393.
  • Nyer, P. & Gopinath, M. (2005). “Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: the role of public commitment”, Psychology & Marketing, 22, 937-953.
  • Odoom, R. & Kosiba, J.P. & Djamgbah, C.T. & Narh, L. (2019). “Brand avoidance: underlying protocols and a practical scale”, J. Prod. Brand Manag., 28(5), 586-597.
  • Park, C. W. & Eisingerich, A. B. & Park, J. W. (2013). “Attachment–aversion (AA) model of customer brand relationships”, J. Consum. Psychol., 23(2), 229-248.
  • Park, C. W. & Eisingerich, A. B. & Park, J. W. (2013). “From brand aversion or indifference to brand attachment: authors’ response to commentaries to Park, Eisingerich, and Park’s brand attachment–aversion model”, J. Consum. Psychol., 23(2), 269-274.
  • Philp, M. & Pyle, M. A. & Ashworth, L. (2018). “Risking the self: the impact of self-esteem on negative word-of-mouth behavior”, Mark. Lett., 29(1), 101-113.
  • Richins, M. (1983). “Negative word-of-mouth by dissatisfied consumers: a pilot study”, Journal of Marketing, 47(1), 68-78.
  • Rosenberg, L.J. & Czepiel, J.A. (1984), “A marketing approach for customer retention”, Journal of Consumer Marketing, 1(2), 45-51.
  • Singh, J. (1988). “Consumer complaint intentions and behavior: definitional and taxonomical issues”, Journal of Marketing, 52, 93-107.
  • Smith, R. A. & White-McNeil, A. & Ali, F. (2020). “Students’ perceptions and behavior toward on-campus foodservice operations”, International Hospitality Review, 1-16.
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There are 72 citations in total.

Details

Primary Language Turkish
Subjects Finance
Journal Section Articles
Authors

Sinan Çavuşoğlu 0000-0001-9365-8677

Bülent Demirağ 0000-0002-8718-1822

Publication Date January 8, 2021
Acceptance Date June 25, 2020
Published in Issue Year 2021 Issue: 42

Cite

APA Çavuşoğlu, S., & Demirağ, B. (2021). MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(42), 261-275. https://doi.org/10.30794/pausbed.733916
AMA Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. January 2021;(42):261-275. doi:10.30794/pausbed.733916
Chicago Çavuşoğlu, Sinan, and Bülent Demirağ. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 42 (January 2021): 261-75. https://doi.org/10.30794/pausbed.733916.
EndNote Çavuşoğlu S, Demirağ B (January 1, 2021) MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 42 261–275.
IEEE S. Çavuşoğlu and B. Demirağ, “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”, PAUSBED, no. 42, pp. 261–275, January 2021, doi: 10.30794/pausbed.733916.
ISNAD Çavuşoğlu, Sinan - Demirağ, Bülent. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 42 (January 2021), 261-275. https://doi.org/10.30794/pausbed.733916.
JAMA Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021;:261–275.
MLA Çavuşoğlu, Sinan and Bülent Demirağ. “MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ”. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 42, 2021, pp. 261-75, doi:10.30794/pausbed.733916.
Vancouver Çavuşoğlu S, Demirağ B. MARKA NEFRETİNİN NEGATİF AĞIZDAN AĞIZA İLETİŞİM VE TEKRAR SATIN ALMAMA NİYETİNE OLAN ETKİSİ. PAUSBED. 2021(42):261-75.