The Effect of Brand Avoidance on Destination Preferences in the Context of Brand Hate in Touristic Products; A Study on Online Booking Sites

Günümüzde teknolojinin gelişmesi dünya ticaretinin büyümesine sebep olmaktadır. Teknoloji sayesinde ticari ilişkiler kuran şirketler daha kolay etkileşim sağlayabilmektedir. Şirketler teknoloji sayesinde daha çabuk pazarlama stratejilerini geliştirip yükselebilmektedir. Teknolojiyi iyi benimsemiş şirketler bulundukları pazarda rakiplerinden farklılaşarak güçlü markalar yaratabilmektedir. Teknolojinin diğer avantajları olarak görülen iletişim, ulaşılabilirlik ve kullanım kolaylığı şirketlerin bulundukları pazara daha kolay ulaşabilmesi ve tüketicilere kolaylık sağlayabilmektedir. Tüketiciler bu kolaylıklar sayesinde markalar ile daha yakın ilişkiler kurabilmektedirler. Bu kurulan yakın ilişkilerde markalar ile tüketiciler arasında olumlu olumsuz duygular oluşabilmektedir. Tüketicilerin markalara karşı oluşturdukları duygular kişiler arası oluşan duygular ile benzerlik göstermektedir. Markalar teknoloji sayesinde oluşan bu duyguları iyi yöneterek bulundukları pazarda tüketicilere yönelik daha güçlü stratejiler belirleyerek güçlenebilmektedir. Olumlu duyguların markalar için birçok yararı bulunmaktadır. Olumsuz duygular markaları zayıflatabilmektedir. Markalar bulundukları pazarda güç kaybına uğrayabilmektedir. Markalar ile tüketiciler arasında oluşan olumsuz duyguların markalardan uzaklaşmasına ve tüketiciler markalara karşı güçlü olumsuz duygular besleyebilmektedir. Bu olumsuz duygular tüketicilerin markaları tercih etmelerini etkileyebilmektedir. Bu etkiler sonucunda şirketler maddi ve manevi zararlara uğrayabilmektedir. Bu maddi ve manevi zararlar markaları olumsuz etkilemekle beraber bulunduğu pazarda markanın gücünüde olumsuz etkilemektedir. Bu olumsuz durum sonucunda: Markalar güç olarak zayıflayarak yok olabilmektedir. Bu çalışmanın amacı; online rezervasyon sitesi kullanan tüketicilerde oluşan marka nefreti ve marka kaçınmasının destinasyon tercihlerine etkisini ortaya koymaktır. Çalışmada veriler tüketicilere online anket uygulanarak 432 kişiden elde ii edilmiştir. Çalışmada kullanılan ölçeklere güvenirlik analizi uygulanmış, Cronbach’s Alpha kat sayısı temel alınmıştır. Ölçeklerin geçerlilik analizi olarak faktör analizi uygulanmıştır. Çalışmada bulunan hipotezlere korelasyon ve regresyon analizi uygulanmıştır. Bu analizlerde IBM SPSS 22.0 paket programından yararlanılmıştır. Elde edilen verilerin analizleri sonucunda marka nefretinin destinasyon tercihi üzerinde anlamlı ve negatif bir etkisinin olduğu sonucuna ulaşılmıştır. Online rezervasyon sitelerini kullanan tüketiciler olumsuz duygu geliştirdiklerinde destinasyonu tercih etmeyebilmektedirler. Marka nefretinin marka kaçınmasıyla arasında anlamlı ve pozitif etki sonucu çıkması marka nefretinden sonra marka kaçınması oluşabilmekte ve marka kaçınmasını tetikleyebilmektedir. Tüketiciler markalardan kaçınarak tercih etmeyebilmektedir. Marka kaçınmasının destinasyon tercihlerine etkisinin anlamlı ve pozitif etki olması markadan kaçınan tüketiciler artık o markayı tercih etmeyebilmektedir. Marka nefretinin, marka kaçınmasının alt boyutları olan deneyimsel, kimliksel, ahlaki marka kaçınması ile anlamlı bir ilişkisi olduğu sonucuna ulaşılmıştır. Bu alt boyutlarından deneyimsel marka kaçınması alt boyutunun destinasyon tercihleri ile anlamlı bir ilişkisi olmadığı sonucuna ulaşılmıştır.Today, the development of technology causes world trade to grow. Thanks to technology, companies that establish commercial relations can interact more easily. With the help of the technology, companies can develop and upgrade their marketing strategies more quickly. Companies that have adopted technology well can create strong brands in their markets different from their competitors. Communication, accessibility and ease of use, which are seen as the other advantages of technology, can help companies reach their markets more easily and provide convenience to consumers. Thanks to these conveniences, consumers can establish closer relationships with brands. In these close relationships, positive and negative emotions can occur between brands and consumers. The emotions that consumers have towards brands are similar to those that occur between individuals. Brands can be strengthened by determining stronger strategies for consumers in the market they are in by managing these emotions created by technology. Positive emotions have many benefits for brands. Negative emotions can weaken brands. Brands may lose power in their market. Negative feelings between brands and consumers may cause consumers to diverge from brands and consumers can have strong negative toward brands emotions. These negative feelings can affect consumers' preference for brands. As a result of these effects, companies may suffer material and moral damages. These material and moral damages both weaken the brands and weaken the brand's power in the market. As a result of that, brand can weaken and disappear. iv The purpose of the study is to find the effect of brand hate and avoidance of consumers who use online booking sites to their destination preferences. In the study, data were obtained from 432 people by applying online questionnaires to consumers. Reliability analysis was applied to the scales used in the study and Cronbach’s Alpha coefficient was taken as basis. Factor analysis was applied as the validity analysis of the scales. The hypotheses in the study were tested by structural equation analysis (SEA). IBM SPSS 22.0 package programs were benefited from these analyzes. As a result of the analysis of the data obtained, it was concluded that brand hate had a significant and negative effect on destination preference. Consumers who use online booking sites may not prefer destination when they develop negative emotions. The emergence of a meaningful and positive effect between brand hate and brand avoidance can occur after brand hate and trigger brand avoidance. The fact that the effect of brand avoidance on destination preferences is meaningful and positive, consumers who avoid brands may no longer prefer that brand. It was concluded that brand hate has a significant relationship with experiential, identity, moral brand avoidance, which are the subdimensions of brand avoidance. However, it was concluded that experiental avoidance from these subdimensions did not have a significant relationship with destination preferences

Pre- and Post-Operative Hamstring Autograft ACL Reconstruction Isokinetic Knee Strength Assessments of Recreational Athletes

Background and Objectives: Anterior cruciate ligament (ACL) injuries are common injuries with a high incidence among people with high physical activity levels. Therefore, ACL reconstruction (ACLR) is one of the most common surgical procedures performed in sports medicine. This study aims to compare the pre- and 6-month post-operative isokinetic knee strengths in healthy (HK) and ACL knees of patients who underwent semitendinous/gracilis (ST/G) ACLR. Materials and Methods: A retrospective cohort of 21 recreational athletes who underwent ST/G ACLR by the same surgeon were evaluated. The pre- and 6-month post-operative isokinetic knee extension (Ex) and flexion (Flx) strengths of the HK and ACLR patients were evaluated in a series consisting of three different angular velocities (60, 180 and 240°/s). Of all the findings, peak torque (PT) and hamstring/quadriceps (H/Q) parameters were evaluated. Results: There was a significant improvement in post-operative Lysholm, Tegner and IKDC scores compared to pre-operative scores (p p p > 0.05). As for H/Q ratios, there was a significant difference between pre- and post-operative values only at 60°/s angular velocity in both ACLR and HC (p < 0.005). Conclusions: The pre-operative and 6-month post-operative results of the ST/G ACLR showed that there was a high level of recovery, particularly in quadriceps strength, while the increase in strength was less in the hamstring. The significance observed at 60°/s in H/Q ratios was within normal ranges. It can be argued that the ST/G ACLR method is feasible for people with high physical activity levels and for athletes

Post-Operative Modified All-Inside ACL Reconstruction Technique’s Clinical Outcomes and Isokinetic Strength Assessments

Background and Objective: Anterior cruciate ligament (ACL) injuries are very common among the athletic population. ACL reconstruction (ACLR) performed because of these injuries is one of the procedures performed by orthopedic surgeons using different grafting methods. This study aims to compare the data related to post-operative 6-month isokinetic strength values, strength-related asymmetry rates, time parameters, and joint angle in athletes who underwent ACLR with the Modified All-inside (4ST) technique, on both the healthy knee (HK) and the ACLR-applied sides. Materials and Methods: A total of 20 athletes from various sports on whom the 4ST ACLR technique had been applied by the same surgeon were evaluated retrospectively. Lysholm, Tegner, and International Knee Documentation Committee (IKDC) scores of the patients were obtained pre-operative and at 6 months post-operative. Isokinetic knee extension (Ex) and flexion (Flx) strengths on the HK and ACLR sides of the patients were evaluated with a series of four different angular velocities (60, 180, 240, and 300°/s). In addition to peak torque (PT) and hamstring/quadriceps ratio (H/Q) parameters, the findings were also evaluated with additional parameters such as joint angle at peak torque (JAPT), time to peak torque (TPT), reciprocal delay (RD), and endurance ratio (ER). Results: There was a significant improvement in the mean Lysholm, Tegner, and IKDC scores after surgery compared with pre-operative levels (p < 0.05). As for PT values, there were significant differences in favor of the HK in the 60, 180, and 300°/s Ex phases (p < 0.05). In terms of the H/Q and (hamstring/hamstring)/(quadriceps/quadriceps) (HH/QQ) ratios, there were significant differences at 300°/s (p < 0.05). In terms of JAPT, there were significant differences in the 300°/s Ex and 180°/s Flx phases (p < 0.05). In terms of TPT, there were significant differences in the 300°/s Ex phase (p < 0.05). In terms of RD and ER, no significant difference was observed between the HK and ACLR sides at any angular velocity. Conclusions: Although differences were observed in PT values, particularly in the Ex phase, this did not cause a significant change in H/Q ratios. Similar results were observed for additional parameters such as JAPT, TPT, RD, and ER. The results show that this ACLR technique can be used in athletes in view of strength gain and a return to sports