Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması

Emine Seldüz; Murat Akın

doi:10.52791/aksarayiibd.1696845

EN TR

A Literature Review on Brand Hate and Brand Avoidance as One of Its Outcomes

Abstract

This study aims to examine brand hate on a theoretical and conceptual basis in the context of brand avoidance, to evaluate selected existing research, to identify potential gaps, and to develop recommendations for future studies. Negative past experiences, symbolic incongruity, and ideological misalignment are recognized as factors that lead to brand hate, while brand avoidance, negative word-of-mouth, and brand retaliation are considered its outcomes. Given the evolving nature of literature, this study is significant in that it addresses research on brand hate within a holistic framework of brand avoidance, highlighting theoretical and methodological gaps. Accordingly, based on the literature review, several theoretical insights have been proposed on a scientific basis, along with suggestions for academic research.

Keywords

Ethical Statement

Since it is a review study, ethics committee approval is not required.

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Review

Authors

Emine Seldüz ^*
0000-0002-4863-0541
Türkiye

Murat Akın
0000-0002-0564-7634
Türkiye

Early Pub Date

June 26, 2025

Publication Date

June 30, 2025

Submission Date

May 10, 2025

Acceptance Date

June 11, 2025

Published in Issue

Year 1970 Volume: 17 Number: 2

DOI

https://doi.org/10.52791/aksarayiibd.1696845

IZ

https://izlik.org/JA33HW77GG

Cite

RIS / Bibtex

APA

Seldüz, E., & Akın, M. (2025). Marka Nefreti ve Sonuçlarından Biri Olan Marka Kaçınması Üzerine Bir Literatür Taraması. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 17(2), 99-118. https://doi.org/10.52791/aksarayiibd.1696845

A Literature Review on Brand Hate and Brand Avoidance as One of Its Outcomes

Abstract

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