بررسی تأثیر تجربه ناخوشایند بر دوری از برند و انتقام با برند با اثر واسطه نفرت

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده علوم انسانی، واحدشهرایلام، دانشگاه آزاد اسلامی، ایلام، ایران (نویسنده مسئول)

2 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی،دانشکده علوم انسانی، واحد شهر قدس،دانشگاه آزاد اسلامی، تهران، ایران

چکیده

هدف این بررسی تاثیر تجربه ناخوشایند بر دوری از برند و انتقام با برند با  واسطه گری نفرت ‏بود. تحقیق حاضر از لحاظ هدف، کاربردی و از لحاظ روش جمع آوری داده ها از نوع توصیفی- پیمایشی است. جامعه آماری تحقیق حاضر مشتریان رستوران های زنجیره ای  درتهران ‏ هستند. در این پژوهش 384 نفر از مشتریان با استفاده از فرمول کوکران به‌عنوان نمونه‌ی آماری از یک جامعه‌ی نامتناهی به‌صورت تصادفی ساده انتخاب شدند. برای انجام این پژوهش از پرسشنامه استفاده شد که جهت تأیید روایی آن، از روایی صوری و روایی همگرا و روایی واگرا استفاده شد و برای پایایی آن آلفای کرونباخ و ضریب پایایی ترکیبی استفاده گردید. تجزیه‌وتحلیل داده‌ها با نرم‌افزار اس‌پی‌اس‌اس و پی‌ال‌اس انجام شد. نتایج پژوهش نشان داد: نفرت و تجربه ناخوشایند بر دوری از برند و انتقام با برند تأثیر معناداری دارد.. نفرت در رابطه‌‌ی بین تجربه ناخوشایند بر دوری از برند و انتقام با برند نقش میانجی داشت.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the effects of unpleasant experience on staying away from the brand and confronting the brand with the mediating effect of hatred

نویسندگان [English]

  • farzad asayesh 1
  • morteza jafari zare 2
1 Assistant Professor, Department of Business Management, Faculty of Humanities, ilam Branch, Islamic Azad University, ilam, Iran (Corresponding Author)
2 PhD Student in Business Management, Department of Business Management, Faculty of Humanities, Ghods Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

The purpose of this study was to evaluate the effect of unpleasant experience on distance from the brand and dealing with the brand through hate mediation. The present research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the present study is the customers of chain restaurants in Tehran. In this study, 384 customers were selected randomly using Cochran's formula as a statistical sample from an infinite population. To conduct this research, a questionnaire was used which to confirm its validity, face validity, convergent validity and divergent validity were used and for its reliability, Cronbach's alpha and combined reliability coefficient were used. Data analysis was performed with SPSS and PLS software. The results showed that hatred and unpleasant experience have a significant effect on brand distance and brand confrontation. Hate had a mediating role in the relationship between unpleasant experience and brand branding and brand confrontation.

کلیدواژه‌ها [English]

  • Unpleasant experience
  • distance from the brand
  • confrontation with the brand
  • hatred

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