Araştırma Makalesi
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Evaluating Consumers' Behavior of Brand Avoidance in Terms of Demographic Variables: Van Province Example

Yıl 2021, Cilt: 6 Sayı: 1, 222 - 232, 29.06.2021

Bulut Dülek

Öz

We think that in market environments where brand-consumer relations gain importance, it is necessary to analyze consumers' brand avoidance tendencies as well as the reasons for brand loyalty. In this study, the brand avoidance behaviors of consumers using GSM operators are discussed in terms of demographic variables. In the study, the dimensions of brand avoidance (experiental avoidance, identity avoidance, moral avoidance, deficit-value avoidance) and the variables of gender, marital status, age, education level and income status were analyzed. The research was carried in the province of Van with 655 GSM operator user participants reached by using the survey method. As a result of the analysis, it was seen that the consumers' brand avoidance behaviors differed according to marital status, education level and income level variables.

Anahtar Kelimeler

Brand Anti-Consumption Brand Avoidance

Kaynakça

  • Aaker, D. (2009). Marka Değeri Yönetimi. Ender Orfanlı (Çev.). İstanbul: Mediacat Yayınları.
  • Batra, R., Ahuvia, A. & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76 (2), 1-16.
  • Bagozzi, R. P., Batra, R. & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14.
  • Berndt, A., Petzer, D. J. & Mostert, P. (2019). Brand avoidance–a services perspective. European Business Review.
  • BTK, (2018). (Erişim: 18.09.2018), https://www.btk.gov.tr/yillik-il-istatistikleri
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and out comes of brand love. Marketing Letters, 17(2), 79–89.
  • Charmley, R., Garry, T. & Ballantine, P. W. (2013). The inauthentic other: Social comparison theory and brand avoidance within consumer sub-cultures. Journal of Brand Management, 20(6), 458-472.
  • Costa, S. P. M. (2015). Brand Avoidance E Lealdade À Marca: EfeitosPreditivos Do Comportamento De Compra Do Consumidor, Faculdade de Economia da Universidade do Porto TeseDoutoral.
  • Delzen M. (2014). Identıfyıng the motives and behaviors of brand hate. Faculty of Behavioral Science Communication Science University of Twente.
  • 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.
  • Englis, B. G. & Solomon M. R. (1997). I am not therefore, I am: the role of avoidance products in shaping consumer behavior, Advances in Consumer Research, 24, 61–63.
  • Hegner, S., Fetscherin M. & Delzen M. (2017). Determinants and outcomes of brand hate. Journal of Product &Brand Management, 26(1), 13-25.
  • Hogg, M. K. (1998). Anti-constellations: exploring the impact of negation on consumption. Journal of Marketing Management, 14(1-3), 133-158.
  • Hogg, M.K. & Banister, E.N. (2001). Dislikes, distastes and the undesired self: conceptualising and exploring the role of the undesired end state in consumer experience. Journal of Marketing Management, 17(1/2), 73-104.
  • Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
  • Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582.
  • Kaplan, M. D., Atik, D., & Gürkaynak, N. (2011). Sanal topluluklarda marka kaçınması davranışı. İktisat İşletme ve Finans, 26(300), 93-120.
  • Kaplan, M. D. & Kaplan C. Y. (2011). Anti-consumption of public services: vacci(not)ion for swine flu, Management Research Review, 34(3), 353-363.
  • Karagöz, Y.(2017). SPSS ve AMOS Uygulamalı Bilimsel Araştırma Yöntemleri ve Yayın Etiği. İstanbul: Nobel Yayıncılık.
  • Kavaliauskė, M., & Simanavičiūtė, E. (2015). Brand avoidance: relations between brand-related stimuli and negative emotions. Organizations and Markets in Emerging Economies, 6, 44-77.
  • Kim, E. A., Ratneshwar, S., Roesler, E., & Chowdhury, T. G. (2016). Attention to social comparison information and brand avoidance behaviors. Marketing Letters, 27(2), 259-271.
  • 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.
  • Knittel, Z., Beurer K. & Berndt A. (2016). Brand avoidance among generation y consumers. Qualitative Market Research: An International Journal, 19(1), 27-43.
  • Kozinets, R. V. &JHandelman. M. (2004). Advers aries of consumption: consumer movements, activism and ideology. Journal of Consumer Research, 31(3), 691-704.
  • Lee, M.S., Conroy D. & Motion J. (2009a). Brand avoidance: a negative promises perspective. Assocıatıon For Consumer Research, 421-429.
  • Lee, M.S., Motion J. & Conroy D. (2009b). Anti-consumption and brand avoidance. Journal of Business Research, 62(2),169-180.
  • Lin, L., Xu, Y., & Tao, Q. (2020). Motivational drivers of Chinese consumers’ brand avoidance behaviours: a perspective of sportswear. International Journal of Fashion Design, Technology and Education, 13(1), 45-57.
  • Nguyen, B., Melewar, T.C. & Chen, J. (2013). A framework of brand likeability: an exploratory study of likeability in firm-level brands. Journal of Strategic Marketing, 21(4), 368-390.
  • Odoom, R., Kosiba, J. P., Djamgbah, C. T., & Narh, L. (2019). Brand avoidance: underlying protocols and a practical scale. Journal of Product &Brand Management.
  • Oliva, T. A., Oliver R. L. & Macmillan I.C. (1992). A catastrophe model for developing service satisfaction strategies. The Journal of Marketing, 83-95.
  • Özdamar, K. (2003). Modern Bilimsel Araştırma Yöntemleri. Eskişehir: Kaan Kitabevi.
  • Rindell, A., Strandvik T. & Wilén K. (2014). Ethical consumers' brand avoidance. Journal of Product &Brand Management, 23(2), 114-120.
  • Roper, S. & Parker, C. (2013). Doing well by doing good: A quantitative investigation of the litter effect. Journal of Business Research, 66, 2262-2268.
  • Tabachnick, B.G. & Fidell L.S. (2013). Using Multivariate Statistics (sixthed.) Pearson, Boston.
  • Thompson, C. J., Rindfleisch A. & Arsel Z. (2006). Emotional branding and the strategic value of the doppelgänger brand image, Journal of Marketing, 70(1), ss. 50-64.
  • Ventura, K. (2013). Marka kaçınması: beyaz eşya markalarına yönelik kalitatif bir uygulama. Uludağ Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32(1), 53-76.
  • Zarantonello, L., Romani, S., Grappi, S. & Bagozzi, R.P. (2016). Brand hate. Journal of Product & Brand Management, 25(1),11-25.
  • Zavestoski, S. (2002). Guest editorial: anti consumption attitudes, Psychology and Marketing, 19(2), 121-126.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Tüketicilerin Marka Kaçınması Davranışlarının Demografik Değişkenler Açısından Değerlendirilmesi: Van İli Örneği

Yıl 2021, Cilt: 6 Sayı: 1, 222 - 232, 29.06.2021

Bulut Dülek

Öz

Marka tüketici ilişkilerinin önem kazandığı pazar ortamlarında tüketicilerin markaya bağlılık sebeplerinin analiz edilmesi kadar tüketicilerin markadan kaçınma eğilimlerinin de analiz edilmesinin gerekli olduğunu düşünüyoruz. Bu çalışmada GSM operatörü kullanıcısı tüketicilerin marka kaçınma davranışları demografik değişkenler açısından ele alınmıştır. Çalışma da marka kaçınmasının deneyimsel kaçınma, kimlik kaçınması, ahlaki kaçınma ve eksik değer kaçınması boyutlarının tüketicilerin cinsiyet, medeni durum, yaş, eğitim düzeyi ve gelir durumlarına göre farklılık gösterip göstermediği analiz edilmiştir. Araştırma anket yöntemi kullanılarak ulaşılan 655 GSM operatörü kullanıcısı ile Van ilinde yapılmıştır. Yapılan analizler sonucunda tüketicilerin marka kaçınması davranışlarının medeni durum, eğitim düzeyi ve gelir seviyesi değişkenlerine göre farklılaşma gösterdiği görülmüştür.

Anahtar Kelimeler

Marka Tüketim Karşıtlığı Marka Kaçınması

Kaynakça

  • Aaker, D. (2009). Marka Değeri Yönetimi. Ender Orfanlı (Çev.). İstanbul: Mediacat Yayınları.
  • Batra, R., Ahuvia, A. & Bagozzi, R.P. (2012). Brand love. Journal of Marketing, 76 (2), 1-16.
  • Bagozzi, R. P., Batra, R. & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters, 28(1), 1-14.
  • Berndt, A., Petzer, D. J. & Mostert, P. (2019). Brand avoidance–a services perspective. European Business Review.
  • BTK, (2018). (Erişim: 18.09.2018), https://www.btk.gov.tr/yillik-il-istatistikleri
  • Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and out comes of brand love. Marketing Letters, 17(2), 79–89.
  • Charmley, R., Garry, T. & Ballantine, P. W. (2013). The inauthentic other: Social comparison theory and brand avoidance within consumer sub-cultures. Journal of Brand Management, 20(6), 458-472.
  • Costa, S. P. M. (2015). Brand Avoidance E Lealdade À Marca: EfeitosPreditivos Do Comportamento De Compra Do Consumidor, Faculdade de Economia da Universidade do Porto TeseDoutoral.
  • Delzen M. (2014). Identıfyıng the motives and behaviors of brand hate. Faculty of Behavioral Science Communication Science University of Twente.
  • 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.
  • Englis, B. G. & Solomon M. R. (1997). I am not therefore, I am: the role of avoidance products in shaping consumer behavior, Advances in Consumer Research, 24, 61–63.
  • Hegner, S., Fetscherin M. & Delzen M. (2017). Determinants and outcomes of brand hate. Journal of Product &Brand Management, 26(1), 13-25.
  • Hogg, M. K. (1998). Anti-constellations: exploring the impact of negation on consumption. Journal of Marketing Management, 14(1-3), 133-158.
  • Hogg, M.K. & Banister, E.N. (2001). Dislikes, distastes and the undesired self: conceptualising and exploring the role of the undesired end state in consumer experience. Journal of Marketing Management, 17(1/2), 73-104.
  • Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55(5), 915-934.
  • Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570-582.
  • Kaplan, M. D., Atik, D., & Gürkaynak, N. (2011). Sanal topluluklarda marka kaçınması davranışı. İktisat İşletme ve Finans, 26(300), 93-120.
  • Kaplan, M. D. & Kaplan C. Y. (2011). Anti-consumption of public services: vacci(not)ion for swine flu, Management Research Review, 34(3), 353-363.
  • Karagöz, Y.(2017). SPSS ve AMOS Uygulamalı Bilimsel Araştırma Yöntemleri ve Yayın Etiği. İstanbul: Nobel Yayıncılık.
  • Kavaliauskė, M., & Simanavičiūtė, E. (2015). Brand avoidance: relations between brand-related stimuli and negative emotions. Organizations and Markets in Emerging Economies, 6, 44-77.
  • Kim, E. A., Ratneshwar, S., Roesler, E., & Chowdhury, T. G. (2016). Attention to social comparison information and brand avoidance behaviors. Marketing Letters, 27(2), 259-271.
  • 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.
  • Knittel, Z., Beurer K. & Berndt A. (2016). Brand avoidance among generation y consumers. Qualitative Market Research: An International Journal, 19(1), 27-43.
  • Kozinets, R. V. &JHandelman. M. (2004). Advers aries of consumption: consumer movements, activism and ideology. Journal of Consumer Research, 31(3), 691-704.
  • Lee, M.S., Conroy D. & Motion J. (2009a). Brand avoidance: a negative promises perspective. Assocıatıon For Consumer Research, 421-429.
  • Lee, M.S., Motion J. & Conroy D. (2009b). Anti-consumption and brand avoidance. Journal of Business Research, 62(2),169-180.
  • Lin, L., Xu, Y., & Tao, Q. (2020). Motivational drivers of Chinese consumers’ brand avoidance behaviours: a perspective of sportswear. International Journal of Fashion Design, Technology and Education, 13(1), 45-57.
  • Nguyen, B., Melewar, T.C. & Chen, J. (2013). A framework of brand likeability: an exploratory study of likeability in firm-level brands. Journal of Strategic Marketing, 21(4), 368-390.
  • Odoom, R., Kosiba, J. P., Djamgbah, C. T., & Narh, L. (2019). Brand avoidance: underlying protocols and a practical scale. Journal of Product &Brand Management.
  • Oliva, T. A., Oliver R. L. & Macmillan I.C. (1992). A catastrophe model for developing service satisfaction strategies. The Journal of Marketing, 83-95.
  • Özdamar, K. (2003). Modern Bilimsel Araştırma Yöntemleri. Eskişehir: Kaan Kitabevi.
  • Rindell, A., Strandvik T. & Wilén K. (2014). Ethical consumers' brand avoidance. Journal of Product &Brand Management, 23(2), 114-120.
  • Roper, S. & Parker, C. (2013). Doing well by doing good: A quantitative investigation of the litter effect. Journal of Business Research, 66, 2262-2268.
  • Tabachnick, B.G. & Fidell L.S. (2013). Using Multivariate Statistics (sixthed.) Pearson, Boston.
  • Thompson, C. J., Rindfleisch A. & Arsel Z. (2006). Emotional branding and the strategic value of the doppelgänger brand image, Journal of Marketing, 70(1), ss. 50-64.
  • Ventura, K. (2013). Marka kaçınması: beyaz eşya markalarına yönelik kalitatif bir uygulama. Uludağ Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32(1), 53-76.
  • Zarantonello, L., Romani, S., Grappi, S. & Bagozzi, R.P. (2016). Brand hate. Journal of Product & Brand Management, 25(1),11-25.
  • Zavestoski, S. (2002). Guest editorial: anti consumption attitudes, Psychology and Marketing, 19(2), 121-126.
  • Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Bulut Dülek 0000-0002-3474-7220

Yayımlanma Tarihi 29 Haziran 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 6 Sayı: 1

Kaynak Göster

APA Dülek, B. (2021). Tüketicilerin Marka Kaçınması Davranışlarının Demografik Değişkenler Açısından Değerlendirilmesi: Van İli Örneği. JOEEP: Journal of Emerging Economies and Policy, 6(1), 222-232.
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