چکیده:
The main purposes of this study are identification, modeling and ranking of factors influencing the brand hate. To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. The results of analyzing in 3 steps of grounded theory with MAXQDA software revealed that 14 variables affect the brand hate which are placed in 3 groups of casual condition, external factors and main variables. The results of this section was approved by 10 indicators of Strauss and Corbin. In the next section, for understanding the importance and rank of each variables in brand hate, TOPSIS method has used. The results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance.
خلاصه ماشینی:
The results of analyzing in 3 steps of grounded theory with MAXQDA software revealed that 14 variables affect the brand hate which are placed in3 groups of casual condition, external factors and main variables.
The results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance.
Generally and regard to the mentioned issues, the main purposes of this study are to identify and modeling the antecedents of brand hate in the first and ranking the obtained variables regard to their importance in the second.
3. Method The purposes of this study are to investigate effective factors on brand hate and ranking obtained variables.
(4) ∗ = (Boran, Genç, Kurt, & Akay, 2009) 4.
The result of this work is the variables of marketing and relationship, marketing technical issues, competition, customers thinking, customer needs, emotional avoidance, experimental avoidance, negative word of mouth, identity avoidance, imitative avoidance, moral avoidance, cultural issues, inability of corporate and anti-brand cyberspace.
The main variables that affect the brand hate directly are experimental avoidance, negative word of mouth, anti- brand cyberspace, emotional avoidance, identity avoidance, imitation avoidance and moral avoidance respectively.
This matter also pointed at some papers previously (Krishnamurthy & Kucuk, 2015; Popp, Germelmann, Jung, & Sponsorship, 2016; Williams & Kolbas, 2015; Zarantonello et al.
Based on the results of grounded theory and Topsis, these variables are marketing and relationships, negative thinking, marketing technical issues, customer needs and inability of corporate, respectively.
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