ابعاد و پیامدهای نفرت برند در رفتار مصرفکننده
Keywords:
نفرت برند, رفتار مصرفکننده, ابعاد نفرت برند, تخریب برند, تبلیغات منفیAbstract
در سالهای اخیر، نفرت برند بهعنوان یکی از پدیدههای کلیدی در زمینه رفتار مصرفکننده و بازاریابی منفی، توجه پژوهشگران و مدیران برند را به خود جلب کرده است. بر خلاف نارضایتی ساده، نفرت برند یک واکنش هیجانی عمیق و شدید است که میتواند منجر به بروز رفتارهای تهاجمی، تخریبی و انتقال احساسات منفی به دیگران شود. این مقاله با نگاهی تحلیلی به مبانی نظری موجود، ابعاد مختلف نفرت برند را بررسی کرده و پیامدهای رفتاری ناشی از آن را تحلیل میکند. در این راستا، سه بعد شناختی، احساسی و اخلاقی نفرت برند مورد بررسی قرار گرفته و نقش آنها در ایجاد رفتارهایی نظیر اجتناب از برند، اعتراض عمومی، تخریب دیجیتالی و تبلیغات منفی دهان به دهان تحلیل میشود. در نهایت، این مقاله تلاش میکند تا تصویری جامع از ماهیت و تبعات نفرت برند در ذهن مصرفکننده امروزی ارائه دهد.
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