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Determining the Motives and Behaviors of Brand Hate
Abstract
The aim of this study is to determine the effects of experiential avoidance, moral avoidance, and identity avoidance on brand hate. In addition, this study of brand hate, brand revenge, brand switching intention, electronic negative word of mouth marketing and its effects on brand equity have been tested. The data in this study were obtained from a face-to-face survey with 394 consumers. Cronbach alpha coefficient analysis was used for the reliability of the scales. Factor analysis was used for the validity of the scales. The hypotheses in the study were tested by structural equation analysis. According to the results of the study; ıt was concluded that there is a positive effect of experiential avoidance, identity avoidance, and moral avoidance on brand hate. Also, brand hate has a positive effect on revenge, electronic negative word of mouth marketing, brand switching intention. In addition, brand hate has been found to have a negative impact on the overall brand equity.
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