The Dark Side of Consumer–Brand Relationship: Do Ideal Self-Congruence, Brand Attachment and Personality Factors Affect Negative Consumer Behaviors?

Document Type: Research Paper

Authors

1 Institute for Humanities and Cultural Studies, Tehran, Iran

2 Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran

Abstract

The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS software were used to test the research hypotheses. The results indicated that ideal self-congruence had a significant positive effect on compulsive buying and trash talking. In addition, ideal self-congruence influenced the negative behaviors of consumers toward the brand through brand attachment. Neuroticism had a significant positive effect on compulsive buying and trash talking. However, conscientiousness only influenced trash talking and did not have any significant effect on compulsive buying. The results of this study show the negative behaviors toward brand. The recognition of negative aspects of the relationship between consumers and brands will help practitioners such as marketing managers with appropriate policy making of brand impression based on the characteristics of the target population. This paper has three key contributions. Since brand is one of the most important social factors, the evaluation of its effects on consumers has been considered by many researchers in recent years. However, studying the effects of branding on the negative behaviors of consumers is an under-researched issue. Studying the effect of neuroticism and conscientiousness as two personality characteristics on the negative behaviors toward brands is another neglected area.  The third contribution is evaluating the research model in an Eastern culture with specific characteristics and preferences of consumers which make their behaviors different from customers of other cultures such as European or American consumers.

Keywords

Main Subjects


Article Title [Persian]

سویه تیره رابطه برند و مصرف‌کننده: آیا خودتجانسی ایده‌آل، دلبستگی به برند و خصایص شخصیتی بر رفتارهای منفی مصرف‌کنندگان تأثرگذارند؟

Authors [Persian]

  • الهام ابراهیمی 1
  • فراز صادق وزیری 2
  • سروش شازایی ابیانه 2
1 پژوهشگاه علوم انسانی و مطالعات فرهنگی، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران
Abstract [Persian]

هدف تحقیق حاضر بررسی تأثیر خودتجانسی ایده‌آل ، دلبستگی به برند و برخی عوامل شخصیتی در بروز رفتارهای منفی مصرف‌کنندگان نظیر خرید اجباری ، اقدامات ضد برند و پرخاش کلامی است. جامعه آماری این پژوهش، خریداران چهار برند حوزه IT یعنی برندهای سامسونگ، اچ پی، سونی و اپل در ایران بودند. از رویکرد مدلسازی معادلات ساختاری و نرم‌افزار PLS برای آزمون فرضیات تحقیق استفاده شد. نتایج آزمون فرضیات نشان داد، خودتجانسی ایده آل بر خرید اجباری و پرخاش کلامی تاثیر مثبت معناداری دارد. به علاوه، خودتجانسی ایده آل از طریق دلبستگی به برند نیز بر رفتارهای منفی مصرف‌کنندگان نسبت به برند اثرگذار بود. روان رنجوری بر خرید اجباری و پرخاشگری کلامی تاثیر مثبت معناداری داشت. اما بُعد شخصیتی وظیفه‌شناسی صرفاً بر پرخاش کلامی اثرگذار بود و اثر معناداری بر خرید اجباری نداشت.نتایج این تحقیق، خوانندگان را با پیشایندهای بروز رفتارهای منفی نسبت به برند آشنا می‌کند. شناخت جنبه‌های منفی رابطه مصرف‌کنندگان با برندها به تصمیم‌گیرندگان نظیر مدیران بازاریابی در سیاستگذاری‌های مناسب برای تصویرسازی برند با توجه به خصوصیات جامعه هدف، کمک شایان توجهی خواهد کرد.

Keywords [Persian]

  • خودتجانسی ایده‌ال
  • دلبستگی به برند
  • خرید اجباری
  • پرخاش کلامی
  • روان‌رنجوری
  • شخصیت

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