تأثیر ابعاد تنفر از برند بر رفتار مصرف‌کنندگان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه شاهد

2 دانشیار گروه مدیریت بازرگانی دانشگاه شاهد

چکیده

مصرف­ کنندگان از نظر روابط با برند متفاوت هستند: برخی افراد احساسات مثبت (عشق) نسبت به برند دارند، برخی بی‌تفاوت هستند و برخی دیگر احساسات منفی (تنفر) نسبت به برند دارند. تنفر از برند همچون عشق به برند یک احساس طبیعی است. که در بازارهای مصرف رایج است. تنفر از برند مفهومی جدید اما بسیار با اهمیت و ضروری است که هرچند در گذشته نادیده گرفته شده، اما خوشبختانه اخیراً مورد توجه محققان قرار گرفته است. باتوجه به اهمیت مسئله، لزوم شناخت بیشتر آن وجود دارد. بر این اساس هدف از این تحقیق بررسی و تحلیل مفهوم تنفر از برند، عوامل و پیامدهای آن است. پژوهش حاضر از لحاظ هدف یک تحقیق کاربردی و از لحاظ ماهیت یا روش گردآوری داده­ها یک تحقیق توصیفی از نوع تحلیل همبستگی و رگرسیون می­باشد. جامعه هدف، مصرف­کنندگان محصولات ایران خودرو (سمند و پژو206) و سایپا (ساینا و پارس تندر) در شهر تهران می­باشند؛ که در زمان توزیع پرسشنامه اظهار تنفر نسبت به برند داشتند. روش نمونه­گیری تصادفی در دسترس می­باشد. ابزار جمع­آوری داده­ها پرسشنامه است. حجم نمونه مورد نظر با استفاده از فرمول کوکران 384 نفر محاسبه شد، که در نهایت تعداد 400 پرسشنامه توزیع و مورد تجزیه و تحلیل قرار گرفت. روش تحلیل داده­ها مدل­سازی معادلات ساختاری با استفاده از نرم­افزار­های پی ال اس و اس پی اس اس می­باشد. مطابق نتایج پژوهش، بیزاری، اهانت و خشم به عنوان مؤلفه­های تنفر از برند شناخته شد. هم چنین تایید شد که تنفر از برند باعث تغییر برند، شکایت خصوصی، شکایت عمومی، اقدام تلافی­جویانه نسبت به برند، انتقام­جویی نسبت به برند و تمایل به صرف هزینه مالی برای صدمه زدن به برند از سوی مصرف‌کننده خواهد شد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Dimensions of Brand Hate on Consumer Behavior

نویسندگان [English]

  • Nahid Rahbari Pak 1
  • Naser Yazdani 2
1 MAs Business Administration, Shahed University
2 Associate Professor, Shahed University
چکیده [English]

Consumers differ in their relationship with the brand: some people have positive feelings (love) towards the brand, some are indifferent and others have negative feelings (hate) towards the brand. Hating a brand is as natural a feeling as loving a brand which is common in consumer markets. Brand aversion is a new but very important and necessary concept that, although it has been neglected in the past, fortunately, it has recently received the attention of researchers. Due to the importance of the issue, there is a need to know more about it. Based on this, the purpose of this research is to investigate and analyze the concept of brand hatred, its factors and consequences. The current research is an applied research in terms of its purpose and a descriptive research of correlation and regression analysis in terms of the nature or method of data collection. The target community is the consumers of Iran Khodro (Samand and Peugeot 206) and Saipa (Saina and Pars Tondar) products in Tehran. The sample included the people who expressed hatred towards the brand at the time of distributing the questionnaires. The sampling method is random sampling available or accidental. The data collection tool is a questionnaire. The intended sample size was calculated using Cochran's formula of 384 people, and finally 400 questionnaires were distributed and analyzed. The data analysis method is structural equation modeling using PLS and SPSS software. According to the results of the research, disgust, insult and anger were recognized as the components of brand hatred. It was also confirmed that brand hatred will cause brand change, private complaint, public complaint, retaliatory action against the brand, revenge against the brand and willingness to spend money to damage the brand from the consumer.

کلیدواژه‌ها [English]

  • Keywords: “Brand Hate”
  • “Consumer Behavior”
  • “Brand Switching”
  • “Brand Revenge”

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فصلنامه علمی پژوهشی مدیریت برند
دوره 10، شماره 1 - شماره پیاپی 33
اردیبهشت 1402
صفحه 99-144

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