A RESEARCH TO EXAMINATE THE RELATIONSHIP BETWEEN BRAND HATE, NEWOM AND BOYCOTTING BEHAVIOR
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Date
2026-04
Authors
Dişli Bayraktar, Eda
Alp, Binnaz
Alp, Mustafa
Kalça, Adem
Journal Title
Journal ISSN
Volume Title
Publisher
KENAN ÇELİK
Abstract
This study aims to examine the effect of brand hate on consumers’ boycott behavior by exploring the mediating role of negative word-of-mouth (NeWOM). Data were collected from 396 consumers through an online survey distributed via social media and analyzed using Structural Equation Modeling. The findings reveal that brand hate significantly increases NeWOM; NeWOM influences boycott intention and partially mediates the relationship between brand hate and boycott behavior. Overall, strong feelings of brand hate enhance consumers’ tendency to spread negative opinions and experiences, which directly or indirectly strengthen their intention to boycott; thus, the study contributes to understanding the negative emotional and communicational dimensions of consumer–brand relationships.
Description
Ulusal
Keywords
Brand Hate , Boycott Behavior , Negative Word of Mouth
Citation
Dişli Bayraktar, E., Alp, B., Alp, M., & Kalça, A. (2026). A RESEARCH TO EXAMINATE THE RELATIONSHIP BETWEEN BRAND HATE, NEWOM AND BOYCOTTING BEHAVIOR. International Journal of Economics and Administrative Studies, 51, 227-242. https://doi.org/10.18092/ulikidince.1839330
