The Evaluation of the Possible Results of Brand Hate in Terms of Brand Avoidance

Authors : Melis KAYTAZ YIGIT, Müge İRFANOĞLU

Pages : 61-81

Doi:10.15659/ppad.14.2.255

View : 14 | Download : 12

Publication Date : 2021-02-03

Article Type : Research Paper

Abstract :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.
Keywords : Brand hate, experiential avoidance, moral avoidance, identity avoidance, brand revenge, brand rejection