A RESEARCH TO EXAMINATE THE RELATIONSHIP BETWEEN BRAND HATE, NEWOM AND BOYCOTTING BEHAVIOR

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dc.authorid0000-0002-0323-9864
dc.contributor.authorDişli Bayraktar, Eda
dc.contributor.authorAlp, Binnaz
dc.contributor.authorAlp, Mustafa
dc.contributor.authorKalça, Adem
dc.contributor.authorid409828
dc.date.accessioned2026-05-08T07:09:51Z
dc.date.available2026-05-08T07:09:51Z
dc.date.issued2026-04
dc.departmentFakülteler, Sanat ve Sosyal Bilimler Fakültesi, Lojistik Yönetimi Bölümü
dc.descriptionUlusal
dc.description.abstractThis 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.
dc.identifier.citationDişli 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
dc.identifier.doi10.18092/ulikidince.1839330
dc.identifier.endpage242
dc.identifier.issn1307-9832
dc.identifier.issue51
dc.identifier.startpage227
dc.identifier.urihttps://dspace.mudanya.edu.tr/handle/20.500.14362/417
dc.institutionauthorAlp, Binnaz
dc.language.isoen
dc.publisherKENAN ÇELİK
dc.relation.journalInternational Journal of Economics and Administrative Studies
dc.relation.publicationcategoryMakale- Ulusal-Hakemli Dergi- Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectBrand Hate
dc.subjectBoycott Behavior
dc.subjectNegative Word of Mouth
dc.titleA RESEARCH TO EXAMINATE THE RELATIONSHIP BETWEEN BRAND HATE, NEWOM AND BOYCOTTING BEHAVIOR
dc.title.alternativeMARKA NEFRETİ, NEWOM VE BOYKOT DAVRANIŞI ARASINDAKİ İLİŞKİNİN İNCELENMESİNE YÖNELİK BİR ARAŞTIRMA
dc.typeMakale
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