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POTENTIAL ANTECEDENTS AND CONSEQUENCES OF BRAND HATE IN SPORTS TEAM FANDOM

Year 2025, Volume: 13 Issue: 1, 126 - 147, 18.06.2025

Yavuz Selim Gülmez

https://doi.org/10.14514/beykozad.1529081

Abstract

Sports teams are not only a sports organization but also a source of identity and belonging for fans. Today, fans' loyalty to their teams has become integral to their identity. This passion causes fans to experience positive emotions in the face of success and negative emotions in the face of failure. This study examines the antecedents and consequences of brand hatred, a negative emotion in sports team fandom. Although research on brand hatred and other negative emotional reactions has increased rapidly in recent years, the sports industry, which has a dynamic and complex structure, has been little researched in the literature. Therefore, it is envisaged that presenting a comprehensive framework revealing the potential antecedents and consequences of brand hatred in sports will contribute to theory and methodology by identifying various unexplored research gaps. In this regard, a systematic review of relevant studies published in the field of sports marketing was made and a facilitating and guiding model was revealed for future researchers. Including the variables in the model in different forms in new research designs in the context of cause-effect relationships is considered important and recommended in terms of impacting the development of the literature and the marketing strategies of practitioners.

Keywords

Spor industry team fandom brand hate

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SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI

Year 2025, Volume: 13 Issue: 1, 126 - 147, 18.06.2025

Yavuz Selim Gülmez

https://doi.org/10.14514/beykozad.1529081

Abstract

Spor takımları taraftarlar için sadece bir spor organizasyonu değil, aynı zamanda bir kimlik ve aidiyet kaynağıdır. Günümüzde taraftarların takımlarına olan bağlılıkları kimliklerinin ayrılmaz bir parçası haline gelmiştir. Bu tutku, taraftarların başarılar karşısında olumlu, başarısızlıklarda ise olumsuz duygular yaşamalarına yol açmaktadır. Bu çalışma, spor takımı taraftarlığında olumsuz bir duygu olan marka nefretinin öncüllerini ve sonuçlarını incelemeyi amaçlamaktadır. Marka nefreti ve diğer olumsuz duygusal tepkiler üzerine yapılan araştırmaların son yıllarda hızlı bir artış göstermesine rağmen dinamik ve karmaşık bir yapıya sahip olan spor endüstrisi literatürde oldukça az araştırılmıştır. Dolayısıyla sporda marka nefretinin potansiyel öncüllerini ve sonuçlarını ortaya koyan kapsamlı bir çerçeve sunmanın, keşfedilmemiş çeşitli araştırma boşluklarının belirlenmesi yoluyla teoriye ve metodolojiye katkı sunacağı öngörülmüştür. Bu doğrultuda spor pazarlaması alanında yayımlanan ilgili çalışmaların sistematik bir incelemesi yapılmış ve gelecek araştırmacılar için kolaylaştırıcı ve yol gösterici bir model ortaya çıkarılmıştır. Modelde yer alan değişkenlerin neden-sonuç ilişkisi bağlamında yeni araştırma tasarımlarında farklı biçimlerde yer alması, literatürün gelişimi ve uygulayıcıların pazarlama stratejileri üzerinde etki oluşturması bakımından önemli görülmekte ve önerilmektedir.

Keywords

Spor endüstrisi takım taraftarlığı marka nefreti

References

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  • Bayarassou, O., Becheur, I., & Valette-Florence, P. (2020). “Fight or Flight”: Coping Responses to Brand Hate. Journal of Product & Brand Management, 30(3), 492-511.
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  • Costa, J., & Azevedo, A. (2023). Beyond Brand Hate: Are You Willing to Forgive a Negative Experience With Your Smartphone Mobile Communications Brand?. Corporate Reputation Review, 26(2), 83-96.
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  • Funk, D. C. & James, J. D. (2001). The Psychological Continuum Model: A Conceptual Framework for Understanding an Individual’s Psychological Connection to Sport. Sport Management Review, 4(2), 119-150.
  • Furrer, O., Thomas, H. & Goussevskaia, A. (2008). Stratejik Yönetim Alanının Yapısı ve Evrimi: 26 Yıllık Stratejik Yönetim Araştırmasının İçerik Analizi. Uluslararası Yönetim İncelemeleri Dergisi, 10 (1), 1-23.
  • Göksu, O. (2019). Türkiye’nin Ülke Markasının İnşası Sürecinde Kamu Diplomasisi Ekseninde Sporun Rolü. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi, 5(2), 403-433.
  • Grégoire, Y. & Fisher, R. J. (2006). The Effects of Relationship Quality on Customer Retaliation. Marketing Letters, 17(1), 31–46.
  • Grégoire, Y., Laufer, D. & Tripp, T. M. (2010). A Comprehensive Model of Customer Direct and İndirect Revenge: Understanding the Effects of Perceived Greed and Customer Power. Journal of the Academy of Marketing Science, 38, 738-758.
  • Grégoire, Y., Tripp T. M. & Legoux, R. (2009). When Customer Love Turns into Lasting Hate: The Efects of Relationship Strength and Time on Customer Revenge and Avoidance. Journal of Marketing, 73(6), 18–32.
  • Gwinner, K. P. & Swanson, S. R. (2003). A Model of Fan Identification: Antecedents and Sponsorship Outcomes. Journal of Services Marketing, 17(3), 275-294.
  • Gülmez, Y.S. (2022). Marka Konumlandırmada Tüketici Temelli Marka Değeri Yaklaşımı ve Spor Endüstrisinde Uygulanması (Yayımlanmamış doktora tezi). Gaziosmanpaşa Üniversitesi.
  • Hashim, S. & Kasana, S. (2019). Hızlı yiyecek endüstrisinde marka nefretinin öncülleri. İspanyol Pazarlama Dergisi-ESIC, 23 (2), 227-248.
  • Hegner, S.M., Fetscherin, M. & Delzen, M.V. (2017). Determinants and outcomes of brand hate. Journal of Product and Brand Management, 26(1), 13-25.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G. & Gremler, D. D. (2004). Electronic Word-of- Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38–52.
  • Hulland, J. & Houston, M. B. (2020). Why Systematic Review Papers and Meta-Analyses Matter: An Introduction to the Special Issue on Generalizations in Marketing. Journal of the Academy of Marketing Science, 48, 351–359. https://doi.org/10.1007/s11747- 020-00721-7.
  • Johnson, A.R., Matear, M. & Thomson, M. (2011). A Coal in the Heart: Self-Relevance as a Post-Exit Predictor of Consumer Anti-Brand Actions. Journal of Consumer Research, 38(1), 108-125.
  • Kapferer, J. N. (2008). Why Are We Seduced by Luxury Brands? Insights from the Youngest Consumers. Journal of Brand Management, 16(5-6), 347-361.
  • Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. & Louie, T. A. (2005). The Complexity of Attitudes Toward an International Olympic Sponsor: A Partial Test of the Brand Attitude-Behavior Framework. Journal of Advertising Research, 45(1), 101-112.
  • Kearns, C., Sinclair, G., Black, J., Doidge, M., Fletcher, T., Kilvington, D., ... & Rosati, P. (2023). A scoping review of research on online hate and sport. Communication & Sport, 11(2), 402-430.
  • Khatoon, S. & Rehman, V. (2021). Negative Emotions in Consumer Brand Relationship: a Review and Future Research Agenda. International Journal of Consumer Studies, 45(4), 719-749.
  • Kilvington, D. & Price, J. (2021). The ‘Beautiful Game’in a World of Hate: Sports Journalism, Football and Social Media Abuse. In Insights on Reporting Sports in the Digital Age, 104-119.
  • Kim, Y. K., Trail, G. T., Woo, B., & Zhang, J. (2011). Sports Consumer-Team Relationship Quality: Development and Psychometric Evaluation of a Scale. International Journal of Sports Marketing and Sponsorship, 12(3), 57-74.
  • Krishnamurthy, S. & Küçük, S. U. (2009). Anti-Branding on The Internet. Journal of Business Research, 62(11), 1119-1126.
  • Küçük, S.U. (2018). Macro-level Antecedents of Consumer Brand Hate. Journal of Consumer Marketing, 35(5), 555-564.
  • Küçük, S.U. (2020). Reverse (Brand) Anthropomorphism: the Case of Brand Hitlerization. Journal of Consumer Marketing, 37(6), 651-659.
  • Küçük, S.U. (2016). Brand Hate: Navigating Consumer Negativity in the Digital World, Palgrave-MacMillan Publishing, London.
  • Ladhari, R., Cheikhrouhou, S., Morales, M. & Zaaboub, E. (2022). Antecedents and Consequences of Emotional Attachment to Sport Teams Brands. Journal of Brand Management, 29(5), 454-469.
  • Lee, S., Walsh, P. & Kim, H. D. (2018). The Antecedents and Consequences of Brand Hate in Sport. Sport Management Review, 21(4), 375–387.
  • Lee, M. S. W., Motion, J. & Conroy, D. (2009). Anti-Consumption and Brand Avoidance. Journal of Business Research, 62(2), 169–180.
  • Lopez-Gonzalez, H. & Guerrero-Sole, F. (2014). When the Medium is on the Message: Exploring Hate in Media-Reader Interactions in Spanish Online Sports Journalism. Annales-Analı Za Istrske In Medıteranske Studıje-Serıes Hıstorıa Et Socıologıa, 24(3), 489-500.
  • Mael, F. & Ashforth, B. E. (1992). Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification. Journal of Organizational Behavior, 13(2), 103-123.
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There are 73 citations in total.

Details

Primary Language Turkish
Subjects Product and Brand Management
Journal Section Research Article
Authors

Yavuz Selim Gülmez 0000-0002-9846-596X

Publication Date June 18, 2025
Submission Date August 6, 2024
Acceptance Date March 17, 2025
Published in Issue Year 2025 Volume: 13 Issue: 1

Cite

APA Gülmez, Y. S. (2025). SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI. Beykoz Akademi Dergisi, 13(1), 126-147. https://doi.org/10.14514/beykozad.1529081
AMA Gülmez YS. SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI. Beykoz Akademi Dergisi. June 2025;13(1):126-147. doi:10.14514/beykozad.1529081
Chicago Gülmez, Yavuz Selim. “SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI”. Beykoz Akademi Dergisi 13, no. 1 (June 2025): 126-47. https://doi.org/10.14514/beykozad.1529081.
EndNote Gülmez YS (June 1, 2025) SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI. Beykoz Akademi Dergisi 13 1 126–147.
IEEE Y. S. Gülmez, “SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI”, Beykoz Akademi Dergisi, vol. 13, no. 1, pp. 126–147, 2025, doi: 10.14514/beykozad.1529081.
ISNAD Gülmez, Yavuz Selim. “SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI”. Beykoz Akademi Dergisi 13/1 (June 2025), 126-147. https://doi.org/10.14514/beykozad.1529081.
JAMA Gülmez YS. SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI. Beykoz Akademi Dergisi. 2025;13:126–147.
MLA Gülmez, Yavuz Selim. “SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI”. Beykoz Akademi Dergisi, vol. 13, no. 1, 2025, pp. 126-47, doi:10.14514/beykozad.1529081.
Vancouver Gülmez YS. SPOR TAKIMI TARAFTARLIĞINDA MARKA NEFRETİNİN POTANSİYEL ÖNCÜL VE SONUÇLARI. Beykoz Akademi Dergisi. 2025;13(1):126-47.
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