Presenting a Structural Model for Brand Hate Reduction in the Iranian Home Appliance Industry with a Combined Meta-Synthesis and Interpretive Structural Modeling Approach

Abstract

In the past, brand management researchers have paid more attention to positive aspects and attitudes towards the brand. However, today, customers' negative impacts and negative perceptions of the brand have received more attention, as this issue can increase organizational profitability and customer satisfaction. The aim of this research is to present a conceptual model for reducing brand hate among customers. In this research, initially, according to the meta-synthesis approach, by searching the Scopus database and using keywords related to brand hate, 488 articles were found. By removing irrelevant and undesirable articles based on the performed cycle, eventually 91 relevant articles remained. In this review, 10 factors affecting brand hate reduction were identified, and with the opinions of 13 experts and using the Interpretive Structural Modeling technique, a conceptual model was designed to reduce brand hate in the Iranian home appliance industry. The research results show that the factors of communication quality, complaint responsiveness, and after-sales services are recognized as the underlying factors of the model. Improving these factors can strengthen the structure of brand hate reduction. These findings are consistent with previous research and show that paying attention to environmental issues and improving them has a positive impact on brand social responsibility, product freshness, and timely delivery. These factors can improve the customer experience and better understand the price-quality fit, which will ultimately lead to positive word-of-mouth advertising and a reduction in brand hate. This research suggests that home appliance industry managers focus on basic factors and pay attention to environmental issues to be more successful in reducing brand hate. The findings of this research provide important clues for researchers interested in this field to present more dynamic conceptual models by better understanding these factors.