Abstract:

The main purpose of this study is to investigate whether the lifestyle has an impact on brand hatred. For this purpose, people over the age of 18 who are football fans have been chosen as the universe. A total of 396 data were collected through the survey technique. The data collected has been analyzed in the SPSS program. The data has been analyzed to study frequency, factor, correlation, regression and differences. According to the frequency analysis results, the teams with the most supporters are Galatasaray, Fenerbahçe, Beşiktaş and Trabzonspor respectively. The reason to be a supporter, according to the findings, revealed that the participants were mostly due to their colors, because they were a popular team and their supporters were supportive of their sympathetic behavior. According to the results of the factor analysis, eight factors related to the lifestyle have been revealed (Experienced, Builder, Strength, Successful, Neal, Faith, Struggling, and Unusual). According to the results of the analysis of the brand hatred factor, there are three factors (negative oral to oral communication, complaint and brand avoidance). According to the correlation analysis results, it has been found that those who struggle in general, those who struggle and those who perform are more related to the dimensions of brand hatred. Regression analysis results showed that lifestyle dimensions have an effect on negative oral communication and brand complaint. According to the analysis of differences, there have been significant differences between demographic characteristics and lifestyle and brand hatred dimensions.

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