Investigation of brand hate from the perspective of customer complaints on the online platform white goods industry example

Brand hatred can arise based on a person's past experiences negative events and the incompatibility of the person and the brand self. Hate towards the brand directly affects the consumer's purchasing decision. In this study, the effects of complaints in the white goods industry on brand hatred were examined and a study was conducted with users of the online platform. In the study the products for which consumer complaints were examined were refrigerator, washing machine, dishwasher, freezers and air conditioner. The Product with the most complaints was determined as refrigerator and the brand was Arçelik. WhileVestel has many negative comments/complaints, it has been concluded that Profilo and Regal have fewer complaints than other products, except refrigerators and dishwashers. While Beko washing machine received the most complaints was determined to be the deep freezer. While Bosch received the most complaints about the refrigerator, Samsung was the brand with the most complaints about the air conditioner product. The conclusion from customer complaints examined by content analysis method is that brands need to stand behind their Products and solve the customer problems as soon as possible. Otherwise customers' ten dency to dency to ward brand hatred will be an inevitable result.