دانلود مقاله رابطه مصرف کننده - برند
نکات برجسته
چکیده
کلید واژه ها
1. مقدمه
2. بررسی مطالعات و مدل تحقیق
2.1. نفرت برند
2.2. تجربه منفی برند (NBE) و تنفر از برند
2.3. شخصیت منفی برند (NBP) و تنفر از برند
2.4. تنفر از برند و تغییر برند
2.5. تنفر از برند و اجتناب از برند
2.6. تنفر و شکایت از برند
2.7. نقش تعدیل کننده جنسیت
2.8. مشخصات مدل
3. روش تحقیق
3.1. انتخاب معیارها
3.2. انتخاب محرک برند خدمات
3.3. جمع آوری داده ها
3.4. تست مدل و آزمون های اعتبار
3.4.1. سوگیری روش متداول (CMB)
3.5. نتایج مدل اندازه گیری
3.5.1. قابلیت اطمینان PLSc Dijkstra
3.6. روایی همگرا و تمایز
3.7. آزمون فرضیه ها
3.8. تحلیل اعتدال
3.9. سایر شاخص های تناسب و کیفیت مدل
4. بحث
5. مشارکت
5.1. مفاهیم نظری
5.2. مفاهیمی برای مدیران
6. محدودیت ها و تحقیقات آتی
منابع
Highlights
Abstract
Keywords
1. Introduction
2. Literature review and research model
2.1. Brand hate
2.2. Negative brand experience (NBE) and brand hate
2.3. Negative brand personality (NBP) and brand hate
2.4. Brand hate and brand switching
2.5. Brand hate and brand avoidance
2.6. Brand hate and complaining
2.7. Moderating role of gender
2.8. Model specification
3. Research methodology
3.1. Selection of measures
3.2. Selection of service brand stimulus
3.3. Data collection
3.4. Model testing and validity tests
3.4.1. Common method bias (CMB)
3.5. Measurement model results
3.5.1. Dijkstra's PLSc reliability
3.6. Convergent and discriminant validity
3.7. Hypotheses testing
3.8. Moderation analysis
3.9. Other model fit and quality indices
4. Discussion
5. Contributions
5.1. Theoretical implications
5.2. Implications for managers
6. Limitations and future research
CRediT authorship contribution statement
Declaration of Competing Interest
References
چکیده
در زمان‌های اخیر، برندها به دلیل رفتارهای غیرقابل قبول، واکنش منفی مصرف‌کنندگان را در قالب نفرت از برند تجربه کرده‌اند. شکست برندها در برآورده کردن انتظارات مشتریان باعث ایجاد احساسات و تجربیات منفی در مورد برندها می شود. بنابراین، هدف این تحقیق بررسی مدلی تلفیقی از سوابق و پیامدهای نفرت از برند است. به طور خاص، ما ساختارهای نام تجاری مانند تجربه منفی برند و شخصیت منفی برند را به عنوان پیشایندهای تغییر و تغییر برند، اجتناب از برند و شکایت به عنوان پیامدهای نفرت از برند آزمایش می کنیم. نقش تعدیل کننده جنسیت بر پیشایندهای نفرت از برند مورد آزمایش قرار گرفته است. این مطالعه با آزمایش یک مدل یکپارچه نفرت از نام تجاری متشکل از تجربه منفی چند بعدی برند و شخصیت منفی برند کمک می کند. یافته ها پیامدهای مدیریتی و عملی برای مدیران برند دارند.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
In recent times brands have experienced consumer backlash in the form of brand hate due to perceived unacceptable behaviors. The failure of brands to meet customers’ expectations tend to generate negative feelings and experiences about brands. Thus, the purpose of this research is to examine an integrated model of antecedents and consequences of brand hate. Specifically, we test the brand constructs like negative brand experience and negative brand personality as antecedents of- and brand switching, brand avoidance and complaining as consequences of- brand hate. The moderating role of gender on the antecedents of brand hate is tested. This study contributes by testing an integrated model of brand hate consisting of multi-dimensional negative brand experience and negative brand personality. Findings have managerial and practical implications for brand managers.
Introduction
A recent ‘Forbes’ article highlights a major shift in consumer behavior around the world (Da Silva 2019). It suggests the growing importance of brand hate. Companies become more susceptible to ‘brand hate’ when they fail to meet community expectations or not consider what consumers and the society care for. In an era of growing transparency, Da Silva (2019) suggests that brands are deemed as a byproduct of the organisation’s internal culture. In similar vein, Atwal (2021) notes that consumers have high expectations from a luxury brand. In case actual performance fails to meet the expectations, consumers tend to form severe negative feelings towards the brand (Anaza et al., 2021).
Limitations and future research
Our study provides significant understanding of the phenomenon of brand hate, and its antecedents and consequences. However, our research also has some limitations that future research should address. First, as our study’s sample was collected only from respondents in the United States. Future research should test our research model and validate our findings across different countries. Second, this current study adopted an empirical approach due to the lack of empirical research within the brand hate literature. However, there is a lack of research in this area as a whole, hence, future research should be conducted based on grounded theory, experiments, case studies or even consider a theory triangulation method which may provide new insights by drawing on multiple theoretical perspectives. Third, notwithstanding the fact we considered several antecedents and outcomes of brand hate, future research should consider other antecedents and outcomes to enrich the literature on brand hate. Future research may examine whether any positive antecedents lead to brand hate because in this current study the egotistical dimension of NBP proved to be negatively related to brand hate, hence positive brand personalities opposing the egotistical dimension of NBP may have a positive association with brand hate.
H1. Negative brand experience dimensions (a) sensory, (b) affective, (c) behavioral and (d) intellectual have positive effects on brand hate.
H2. Negative brand personality dimensions (a) egotistical, (b) boring, (c) lacking logic and (d) socially irresponsible have positive effects on brand hate.
H3. Brand hate impacts brand switching positively.
H4. Brand hate impacts brand avoidance positively.
H5. Brand hate impacts (a) public complaining and (b) private complaining positively.
H6. Gender moderates the effects of negative brand experience on brand hate, such that these effects are stronger for males than females.
H7. Gender moderates the effects of negative brand personality on brand hate, such that these effects are stronger for males than females.