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

Etik Beyan

Derleme türü bir çalışma olduğundan etik kurul onayı gerekmemektedir.

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

İşletme

Bölüm

Derleme

Yazarlar

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

Murat Akın
0000-0002-0564-7634
Türkiye

Erken Görünüm Tarihi

26 Haziran 2025

Yayımlanma Tarihi

30 Haziran 2025

Gönderilme Tarihi

10 Mayıs 2025

Kabul Tarihi

11 Haziran 2025

Yayımlandığı Sayı

Yıl 1970 Cilt: 17 Sayı: 2

DOI

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

IZ

https://izlik.org/JA33HW77GG

Kaynak Göster

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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