The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry
Yakup Durmaz, Bülent Demirağ, Sinan ÇavuşoğluThis study investigates negative past experiences, poor relationship quality, and the impact of rumor on brand hate. The sample of the study consists of fast-food customers in Turkey. Out of the non-probability sampling methods, convinence sampling method was adopted. 455 customers were reached by using convenience sampling method, but only 433 of them provided data suitable for analysis. Questionnaire forms designed to measure data variables were available online (via Google forms, e-mails and other social media networks). The collected data was analyzed using SPSS and AMOS, and the validity and reliability of the scales were measured. AMOS was used to test the hypotheses using the Structural Equation Model. The findings show that there is a positive relationship between negative past experiences and rumor and brand hate. However, it was determined that there is no positive relationship between poor relationship quality and brand hate.
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APA
Durmaz, Y., Demirağ, B., & Çavuşoğlu, S. (2023). The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry. Istanbul Business Research, 52(2), 279-300. https://doi.org/10.26650/ibr.2023.52.962096
AMA
Durmaz Y, Demirağ B, Çavuşoğlu S. The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry. Istanbul Business Research. 2023;52(2):279-300. https://doi.org/10.26650/ibr.2023.52.962096
ABNT
Durmaz, Y.; Demirağ, B.; Çavuşoğlu, S. The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry. Istanbul Business Research, [Publisher Location], v. 52, n. 2, p. 279-300, 2023.
Chicago: Author-Date Style
Durmaz, Yakup, and Bülent Demirağ and Sinan Çavuşoğlu. 2023. “The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry.” Istanbul Business Research 52, no. 2: 279-300. https://doi.org/10.26650/ibr.2023.52.962096
Chicago: Humanities Style
Durmaz, Yakup, and Bülent Demirağ and Sinan Çavuşoğlu. “The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry.” Istanbul Business Research 52, no. 2 (Oct. 2024): 279-300. https://doi.org/10.26650/ibr.2023.52.962096
Harvard: Australian Style
Durmaz, Y & Demirağ, B & Çavuşoğlu, S 2023, 'The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry', Istanbul Business Research, vol. 52, no. 2, pp. 279-300, viewed 11 Oct. 2024, https://doi.org/10.26650/ibr.2023.52.962096
Harvard: Author-Date Style
Durmaz, Y. and Demirağ, B. and Çavuşoğlu, S. (2023) ‘The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry’, Istanbul Business Research, 52(2), pp. 279-300. https://doi.org/10.26650/ibr.2023.52.962096 (11 Oct. 2024).
MLA
Durmaz, Yakup, and Bülent Demirağ and Sinan Çavuşoğlu. “The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry.” Istanbul Business Research, vol. 52, no. 2, 2023, pp. 279-300. [Database Container], https://doi.org/10.26650/ibr.2023.52.962096
Vancouver
Durmaz Y, Demirağ B, Çavuşoğlu S. The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry. Istanbul Business Research [Internet]. 11 Oct. 2024 [cited 11 Oct. 2024];52(2):279-300. Available from: https://doi.org/10.26650/ibr.2023.52.962096 doi: 10.26650/ibr.2023.52.962096
ISNAD
Durmaz, Yakup - Demirağ, Bülent - Çavuşoğlu, Sinan. “The Effect of Negative Past Experiences, Poor Relationship Quality and Rumor on Brand Hate: A Research on Fast Food Industry”. Istanbul Business Research 52/2 (Oct. 2024): 279-300. https://doi.org/10.26650/ibr.2023.52.962096