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Yıl 2023, Cilt: 52 Sayı: 2, 279 - 300, 28.11.2023

Yakup Durmaz Bülent Demirağ Sinan Çavuşoğlu

https://doi.org/10.26650/ibr.2023.52.962096

Öz

Destekleyen Kurum

-

Proje Numarası

-

Teşekkür

Başta Dergi Editörü olmak üzere, tüm çalışanlara teşekkür ve saygılarımı sunarım.

Kaynakça

  • Aditya, S. (2014). Role of brand familiarity in combatting rumors. Journal of Marketing Development and Competitiveness, 8(3), 120-129. google scholar
  • Ahmed, S., & Hashim, S. (2018). The moderating effect of brand recovery on brand hate and desire for recon-ciliation: A Pls-Mga Approach. International Journal of Business and Society, 19(3), 833-850. google scholar
  • Alawneh, A. (2012). Assessing the dimensions of relationship quality in B2C e-banking services: An empiri-cal comparative study. International Journal of Computer Science Issues, 9(6) 290-302. google scholar
  • Alvarez, C., & Fournier, S. (2016). Consumers’ relationships with brands. Current Opinion in Psychology, 10 (Supplement C), 129-135. google scholar
  • Bagozzi, R.P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94, google scholar
  • Bohlouli, J., Moravejolahkami, A. R., Ganjali Dashti, M., Balouch Zehi, Z., Hojjati Kermani, M. A., Borzoo-Isfahani, M., & Bahreini-Esfahani, N. (2021). COVID-19 and fast foods consumption: a review. Interna-tional Journal of Food Properties, 24(1), 203-209. google scholar
  • Bojko, T. (2013). Influence of past experience on leaders entrepreneurial leadership and leaders influence on entrepreneurial behavior of employees. 3 rdIBA Bachelor Thesis Conference, July 3rd, Enschede, The Netherlands. google scholar
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68. google scholar
  • Bryson, D., & Atwal, G. (2019). Brand hate: the case of Starbucks in France. British Food Journal, 121(1), 172-182. google scholar
  • Bryson, D., Atwal, G., & Hulten, P (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research, 16(4), 393-405. google scholar
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. google scholar
  • Chen, C.F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management and Business Excel-lence, 22(9), 957-974. google scholar
  • Chong, T. T. L., Wu, Z., & Liu, Y. (2019). Market reaction to iphone rumors. Munich Personal RePEc Arc-hive. Online at https://mpra.ub.uni-muenchen.de/92014/ (accessed 20 October 2019). google scholar
  • Chua, A. Y., Cheah, S. M., Goh, D. H. L., & Lim, E. P. (2016). Collective rumor correction on the death hoax of a political figure in social media. Pacific Asia Conference on Information Systems, 178-192. google scholar
  • Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. google scholar
  • Dalli, D., Romani, S., & Gistri, G. (2006). Brand dislike: Representing the negative side of consumer prefe-rences. Advances in Consumer Research, 33, 87-95. google scholar
  • De Castro Almeida, A.S. (2018). Negative consumer-brand relationships and brand anthropomorphism: The case of social media based anti-brand communities. Master Thesis. Universidade Do Porto. google scholar
  • Demirağ, B., & Çavuşoğlu, S. (2022). Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrim-dışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1), 115-142. google scholar
  • DiFonzo, N., & Bordia, P. (2007). Rumors influence: Towards a dynamic social impact theory of rumor. In A. R. Pratkanis (Ed.) The science of social influence: Advances and future progress. (pp. 271-295), New York & Hove: Psychology Press. google scholar
  • Dubois, D., Rucker, D.D., & Tormala, Z.L. (2011). From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications. Journal of Marketing Research, 48(6), 1020-1032. google scholar
  • Fischer, A., Halperin, E., Canetti, D., & Jasini, A. (2018). Why we hate?. Emotion Review, 10(4), 309-320. google scholar
  • Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measure-ment error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. google scholar
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. The Journal of Consumer Research, 24(4), 343-373. google scholar
  • Fournier, S., & Alvarez, C. (2013). Relating badly to brands. Journal of Consumer Psychology, 23(2), 253264. google scholar
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politeness and Au-dience Response in Chinese-English Subtitling, Statistical Publishing Associate google scholar
  • Ghzaiel, K., & Akrout, F. (2012). Dimensions and antecedents of relationship quality in a business-to-business context: An exploratory study. Journal of Supply Chain and Customer Relationship Manage-ment, 2012, 1-17. google scholar
  • Gregoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46. google scholar
  • Gregoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18-32. google scholar
  • Haarhoff, R. (2018). Tourist perceptions of factors influencing destination image: A case study of selected Kimberley resorts. African Journal of Hospitality, Tourism and Leisure, 7(4), 1-21. google scholar
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd edn. Sage, Thousand Oaks. google scholar
  • Hair, J., Sarstedt, M., Ringle, C., & Mena, J. (2012). An assessment of the use of partial least squares struc-tural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-443. google scholar
  • 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. google scholar
  • Hanaysha, J.R. (2017). An examination of the factors affecting consumer’s purchase decision in the Malay-sian retail market. PSU Research Review, 2(1), 7-23. google scholar
  • Hashim, S., & Kasana, S. (2019). Antecedents of brand hate in the fast food industry. Spanish Journal of Marketing-ESIC, 23(2), 227-248. google scholar
  • Hegner, S., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. google scholar
  • Huang, J. H., & Y. F. Chen (2006). Herding in online product choice. Psych. Marketing, 23(5) 413-428. google scholar
  • Islam, T., Li, J., Ali, A., Xiaobei, L., Sheikh, Z., & Zafar, A. U. (2020). Mapping online App hate: Determi-nants and consequences. Telematics and Informatics, 51, 101401. google scholar
  • Jensen, J. M. (2015). A strategic framework for analysing negative rumors in the market place: The case of wash & go in Denmark. In Proceedings of the 1993 World Marketing Congress (pp. 575-579). Springer, Cham. google scholar
  • Johnson, R. A., Matear, M., & Thompson, M. (2011). A coal in the heart: Self- relevance as a postexit predic-tor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108- 125. google scholar
  • Johnston, R., & Kong, X. (2011). The customer experience: A road-map for improvement. Managing Service Quality, 21(1), 5-24. google scholar
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36. google scholar
  • Kanagal, N. (2009). Role of relationship marketing in competitive marketing strategy. Journal of Manage-ment and Marketing Research, 2, 1-17. google scholar
  • Kaniewska-Sçba, A., & Pajqk-Patkowska, B. (2017). Negative recommendation in social media-theoretical approach and case studies, 3, 45-60. google scholar
  • Kapferer, J.N. (2004). Managing Brands through rumors. Chapter Published in W. Wunderlich, M. Bruhn eds. Medium Gerücht, Haupt Verlag, 117-155. google scholar
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  • Katawetawaraks, C., & Wang, C.L. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 1(2), 66-74. google scholar
  • Kement, Ü., & Bükey, A. (2020). Yeşil satın alma davranış teorisi kapsamında ekorekreasyon faaliyetlerine katılan bireylerin davranışlarının incelenmesi: Bolu Yedigöller örneği. Tourism and Recreation, 2(2), 134145. google scholar
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The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry

Yıl 2023, Cilt: 52 Sayı: 2, 279 - 300, 28.11.2023

Yakup Durmaz Bülent Demirağ Sinan Çavuşoğlu

https://doi.org/10.26650/ibr.2023.52.962096

Öz

This study investigates negative past experiences, poor relationship quality, and the impact of rumor on brand hate. The sample of the study consists of fast-food customers in Turkey. Out of the non-probability sampling methods, convinence sampling method was adopted. 455 customers were reached by using convenience sampling method, but only 433 of them provided data suitable for analysis. Questionnaire forms designed to measure data variables were available online (via Google forms, e-mails and other social media networks). The collected data was analyzed using SPSS and AMOS, and the validity and reliability of the scales were measured. AMOS was used to test the hypotheses using the Structural Equation Model. The findings show that there is a positive relationship between negative past experiences and rumor and brand hate. However, it was determined that there is no positive relationship between poor relationship quality and brand hate.

Anahtar Kelimeler

Brand experience Relationality Fast-food industry

Proje Numarası

-

Kaynakça

  • Aditya, S. (2014). Role of brand familiarity in combatting rumors. Journal of Marketing Development and Competitiveness, 8(3), 120-129. google scholar
  • Ahmed, S., & Hashim, S. (2018). The moderating effect of brand recovery on brand hate and desire for recon-ciliation: A Pls-Mga Approach. International Journal of Business and Society, 19(3), 833-850. google scholar
  • Alawneh, A. (2012). Assessing the dimensions of relationship quality in B2C e-banking services: An empiri-cal comparative study. International Journal of Computer Science Issues, 9(6) 290-302. google scholar
  • Alvarez, C., & Fournier, S. (2016). Consumers’ relationships with brands. Current Opinion in Psychology, 10 (Supplement C), 129-135. google scholar
  • Bagozzi, R.P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94, google scholar
  • Bohlouli, J., Moravejolahkami, A. R., Ganjali Dashti, M., Balouch Zehi, Z., Hojjati Kermani, M. A., Borzoo-Isfahani, M., & Bahreini-Esfahani, N. (2021). COVID-19 and fast foods consumption: a review. Interna-tional Journal of Food Properties, 24(1), 203-209. google scholar
  • Bojko, T. (2013). Influence of past experience on leaders entrepreneurial leadership and leaders influence on entrepreneurial behavior of employees. 3 rdIBA Bachelor Thesis Conference, July 3rd, Enschede, The Netherlands. google scholar
  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68. google scholar
  • Bryson, D., & Atwal, G. (2019). Brand hate: the case of Starbucks in France. British Food Journal, 121(1), 172-182. google scholar
  • Bryson, D., Atwal, G., & Hulten, P (2013). Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands. Qualitative Market Research, 16(4), 393-405. google scholar
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. google scholar
  • Chen, C.F., & Myagmarsuren, O. (2011). Brand equity, relationship quality, relationship value, and customer loyalty: Evidence from the telecommunications services. Total Quality Management and Business Excel-lence, 22(9), 957-974. google scholar
  • Chong, T. T. L., Wu, Z., & Liu, Y. (2019). Market reaction to iphone rumors. Munich Personal RePEc Arc-hive. Online at https://mpra.ub.uni-muenchen.de/92014/ (accessed 20 October 2019). google scholar
  • Chua, A. Y., Cheah, S. M., Goh, D. H. L., & Lim, E. P. (2016). Collective rumor correction on the death hoax of a political figure in social media. Pacific Asia Conference on Information Systems, 178-192. google scholar
  • Crosby, L.A., Evans, K.R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. google scholar
  • Dalli, D., Romani, S., & Gistri, G. (2006). Brand dislike: Representing the negative side of consumer prefe-rences. Advances in Consumer Research, 33, 87-95. google scholar
  • De Castro Almeida, A.S. (2018). Negative consumer-brand relationships and brand anthropomorphism: The case of social media based anti-brand communities. Master Thesis. Universidade Do Porto. google scholar
  • Demirağ, B., & Çavuşoğlu, S. (2022). Marka Nefreti-Tekrar Satın Almama Niyeti İlişkisi: Negatif Çevrim-dışı İletişimin ve Çevrimiçi Şikâyetin Aracılık Etkileri. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(1), 115-142. google scholar
  • DiFonzo, N., & Bordia, P. (2007). Rumors influence: Towards a dynamic social impact theory of rumor. In A. R. Pratkanis (Ed.) The science of social influence: Advances and future progress. (pp. 271-295), New York & Hove: Psychology Press. google scholar
  • Dubois, D., Rucker, D.D., & Tormala, Z.L. (2011). From rumors to facts, and facts to rumors: The role of certainty decay in consumer communications. Journal of Marketing Research, 48(6), 1020-1032. google scholar
  • Fischer, A., Halperin, E., Canetti, D., & Jasini, A. (2018). Why we hate?. Emotion Review, 10(4), 309-320. google scholar
  • Fornell, C., & Larcker, D.F. (1981). Structural equation models with unobservable variables and measure-ment error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. google scholar
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. The Journal of Consumer Research, 24(4), 343-373. google scholar
  • Fournier, S., & Alvarez, C. (2013). Relating badly to brands. Journal of Consumer Psychology, 23(2), 253264. google scholar
  • Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Politeness and Au-dience Response in Chinese-English Subtitling, Statistical Publishing Associate google scholar
  • Ghzaiel, K., & Akrout, F. (2012). Dimensions and antecedents of relationship quality in a business-to-business context: An exploratory study. Journal of Supply Chain and Customer Relationship Manage-ment, 2012, 1-17. google scholar
  • Gregoire, Y., & Fisher, R. J. (2006). The effects of relationship quality on customer retaliation. Marketing Letters, 17(1), 31-46. google scholar
  • Gregoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Journal of Marketing, 73(6), 18-32. google scholar
  • Haarhoff, R. (2018). Tourist perceptions of factors influencing destination image: A case study of selected Kimberley resorts. African Journal of Hospitality, Tourism and Leisure, 7(4), 1-21. google scholar
  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd edn. Sage, Thousand Oaks. google scholar
  • Hair, J., Sarstedt, M., Ringle, C., & Mena, J. (2012). An assessment of the use of partial least squares struc-tural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-443. google scholar
  • 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. google scholar
  • Hanaysha, J.R. (2017). An examination of the factors affecting consumer’s purchase decision in the Malay-sian retail market. PSU Research Review, 2(1), 7-23. google scholar
  • Hashim, S., & Kasana, S. (2019). Antecedents of brand hate in the fast food industry. Spanish Journal of Marketing-ESIC, 23(2), 227-248. google scholar
  • Hegner, S., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand Management, 26(1), 13-25. google scholar
  • Huang, J. H., & Y. F. Chen (2006). Herding in online product choice. Psych. Marketing, 23(5) 413-428. google scholar
  • Islam, T., Li, J., Ali, A., Xiaobei, L., Sheikh, Z., & Zafar, A. U. (2020). Mapping online App hate: Determi-nants and consequences. Telematics and Informatics, 51, 101401. google scholar
  • Jensen, J. M. (2015). A strategic framework for analysing negative rumors in the market place: The case of wash & go in Denmark. In Proceedings of the 1993 World Marketing Congress (pp. 575-579). Springer, Cham. google scholar
  • Johnson, R. A., Matear, M., & Thompson, M. (2011). A coal in the heart: Self- relevance as a postexit predic-tor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108- 125. google scholar
  • Johnston, R., & Kong, X. (2011). The customer experience: A road-map for improvement. Managing Service Quality, 21(1), 5-24. google scholar
  • Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36. google scholar
  • Kanagal, N. (2009). Role of relationship marketing in competitive marketing strategy. Journal of Manage-ment and Marketing Research, 2, 1-17. google scholar
  • Kaniewska-Sçba, A., & Pajqk-Patkowska, B. (2017). Negative recommendation in social media-theoretical approach and case studies, 3, 45-60. google scholar
  • Kapferer, J.N. (2004). Managing Brands through rumors. Chapter Published in W. Wunderlich, M. Bruhn eds. Medium Gerücht, Haupt Verlag, 117-155. google scholar
  • Karlsson, D., & Rodrigues, L. (2015). Why Do We Hate Brands? - A qualitative study of how the dark side of branding is influenced by group identification. Master Thesis, Umeâ School of Business and Economics. google scholar
  • Katawetawaraks, C., & Wang, C.L. (2011). Online shopper behavior: Influences of online shopping decision. Asian Journal of Business Research, 1(2), 66-74. google scholar
  • Kement, Ü., & Bükey, A. (2020). Yeşil satın alma davranış teorisi kapsamında ekorekreasyon faaliyetlerine katılan bireylerin davranışlarının incelenmesi: Bolu Yedigöller örneği. Tourism and Recreation, 2(2), 134145. google scholar
  • 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, 17(21), 800-810. google scholar
  • Kempeners, M.A. (1995). Relationship quality in business-to-business relationships. Paper for 11 th IMP Conference, Manchester, 1629-1639. google scholar
  • Kesse, A. A., Achinfo-Mensa, K., & Amartey, R. (2021). The Antecedents and Consequences of Brand Hate: A Review of Current Literature. Marketing Communications in Emerging Economies, Volume I, 137-160. google scholar
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Toplam 84 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İş Sistemleri (Diğer)
Bölüm Articles
Yazarlar

Yakup Durmaz 0000-0003-0332-4185

Bülent Demirağ 0000-0002-8718-1822

Sinan Çavuşoğlu 0000-0001-9365-8677

Proje Numarası -
Yayımlanma Tarihi 28 Kasım 2023
Gönderilme Tarihi 3 Temmuz 2021
Yayımlandığı Sayı Yıl 2023 Cilt: 52 Sayı: 2

Kaynak Göster

APA Durmaz, Y., Demirağ, B., & Çavuşoğlu, S. (2023). The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry. Istanbul Business Research, 52(2), 279-300. https://doi.org/10.26650/ibr.2023.52.962096
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