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

Year 2025, Volume: 17 Issue: 2, 99 - 118

Emine Seldüz , Murat Akın

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

Abstract

Bu çalışmada marka nefretinin markadan kaçınma bağlamında kuramsal ve kavramsal temelde ele alınarak mevcut bazı araştırmaların değerlendirilmesi; varsa boşlukların ortaya konulması ve gelecek araştırmalara yönelik öneriler geliştirilmesi amaçlanmaktadır. Olumsuz geçmiş deneyimler, sembolik uyuşmazlık ve ideolojik uyumsuzluk marka nefretine yol açan faktörler ve markadan kaçınma, olumsuz ağızdan ağıza iletişim ve marka misillemesi de sonuçları olarak kabul görmektedir. Literatürün gelişmekte olan doğası göz önüne alındığında, bu çalışmanın marka nefretine ilişkin araştırmaları marka kaçınması ekseninde bütüncül bir çerçevede ele alarak kuramsal ve metodolojik boşluklara işaret ettiği için önemli olduğu belirtilebilir. Bu bağlamda, literatür incelemesi sonucunda bilimsel temelde bazı kuramsal çıkarımlar yapılmış ve bazı akademik araştırma önerileri sunulmuştur.

Keywords

Tüketici davranışı marka marka nefreti marka kaçınması

Ethical Statement

Derleme türü bir çalışma olduğundan etik kurul onayı gerekmemektedir.

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

Year 2025, Volume: 17 Issue: 2, 99 - 118

Emine Seldüz , Murat Akın

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

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

Consumer behavior brand brand hate brand avoidance

Ethical Statement

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

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There are 97 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Review Article
Authors

Emine Seldüz 0000-0002-4863-0541

Murat Akın 0000-0002-0564-7634

Early Pub Date June 26, 2025
Publication Date
Submission Date May 10, 2025
Acceptance Date June 11, 2025
Published in Issue Year 2025Volume: 17 Issue: 2

Cite

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
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