Özet:

The research was carried out to determine the impact of brand hate on the intention to communicate from negative to negative and re-buy. The universe of research is formed by consumers who bought a particular brand and hated the brand for any reason. The data was collected from 400 consumers to the purpose of the research. The study used the Smart PLS 3 (Partial Least Squares) statistical program to test the hypotheses. Bootstrapping technique has been applied for the test of the hypotheses intended to be measured in the research. According to the analysis, it has been found that brand hate significantly affects the intention to communicate from negative to negative and re-buy in a positive direction. Negative communication from mouth to mouth has been determined to have a significant impact on the intention to buy again in a positive direction.

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