Özet:

Aim: This study was conducted to measure the effect of consumer personality structure on brand hate. Methods: The population of the research consists of football fans aged 18 and over residing in Antalya. Quantitative research method was used in the study and the data were obtained by online survey method. A total of 405 questionnaires were evaluated. The obtained data were analyzed using the SPSS package program. Frequency analysis, factor analysis, correlation analysis, regression analysis and difference analysis were applied to the obtained data. Finding: As a result of the frequency analysis, it was revealed that Galatasaray fans had the highest rate of hatred against Fenerbahçe. In addition, according to the most hated first team ranking, it was revealed that Beşiktaş fans hate Galatasaray, Fenerbahçe hates Galatasaray and Trabzonspor hates Fenerbahçe. It has been revealed that the reasons for hatred are generally the provocative behavior of the team supporters. As a result of the correlation analysis, it was revealed that there is a positive relationship between negative word of mouth communication and rebellion, one of the dimensions of brand hatred. It has been understood that there is a negative relationship with the lover. There was a positive relationship between the complaint dimension and the rebel, magician and wise dimensions. It has been understood that there is a negative relationship between the lover and citizen. There was a negative relationship between the avoidance dimension and the explorer. There was a positive correlation between the protest dimension and the rebel dimension. As a result of the regression analysis, it was revealed that rebel, wise, citizen, explorer and caregiver personality structures have effects on brand hate. Results: In general, it can be said that football fans have a feeling of hatred towards other football clubs. It has been understood that the biggest reason for this situation is provocative behaviors. It has been understood that the personality structures that contain the most brand hatred are the rebellious and wise personality structures.

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