Virtual & Cyber Whistle Blowing Role of Brand Hate among Home Appliance Customers

Journal of System Management

مقاله 15، دوره 9، شماره 3 - شماره پیاپی 35، مهر 2023، صفحه 249-261   

نوع مقاله: Research Paper

شناسه دیجیتال (DOI): 10.30495/jsm.2023.1977845.1750

نویسندگان

Mohammad Reza Dalvand^{* 1}؛ mohammad hadi zohdi²

¹Department of Accounting, Zahedshahr branch, Islamic Azad University, Zahedshahr,, Iran

²Department of Acconting, Zahedshahr Branch, Islamic Azad University, Zahedshahr, Iran

چکیده

The primary reasons for this review are ID, displaying and positioning of variables impacting the brand disdain. To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. The results of analyzing in 3 steps of grounded theory with MAXQDA software revealed that 14 variables affect the brand hate which are placed in 3 groups of casual condition, external factors and main variables.
The results of this section was approved by 10 indicators of Strauss and Corbin. In the next section, for understanding the importance and rank of each variables in brand hate, MADM method has used. The results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance.

کلیدواژه‌ها

Brand Hate؛ Ambivalence؛ MADM؛ Trend؛ Home Appliances