Ghét thương hiệu - Tổng quan tài liệu hệ thống theo khung Prisma
Các tác giả
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Nguyễn Lê Hoàng Thụy Tố Quyên
Đại học Kinh tế Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh, Việt Namhttps://orcid.org/0000-0001-9254-2605
- Đặng Thị Ngọc Thế thedtn.23ab@ou.edu.vn
Trường Đại học Mở Thành phố Hồ Chí Minh, Thành phố Hồ Chí Minh, Việt Namhttps://orcid.org/0000-0002-3417-4821DOI:
10.46223/HCMCOUJS.econ.vi.21.4.4788.2026Từ khóa:
ghét thương hiệu; khung PRISMA; mô hình ADO; mối quan hệ người tiêu dùng và thương hiệuPhân loại JEL:
M19; M31; M39Tóm tắt
Mặc dù phần lớn nghiên cứu về mối quan hệ thương hiệu - người tiêu dùng tập trung vào cảm xúc tích cực, ghét thương hiệu đang ngày càng được quan tâm như một cảm xúc tiêu cực có ảnh hưởng mạnh mẽ. Tuy nhiên, các nghiên cứu hiện tại vẫn còn rời rạc. Nghiên cứu này thực hiện tổng quan hệ thống theo khung PRISMA, phân tích 129 bài báo giai đoạn 2008 - 2025, nhằm tổng hợp và cấu trúc lại kiến thức về ghét thương hiệu theo mô hình ADO. Kết quả cho thấy ghét thương hiệu bắt nguồn từ các nhóm tiền đề liên quan đến trải nghiệm tiêu cực; đặc điểm thương hiệu; tương tác tiêu cực giữa người tiêu dùng và thương hiệu, biểu hiện qua cảm xúc của ghét thương hiệu và dẫn đến các hành vi tiêu cực như né tránh, trả đũa, truyền miệng tiêu cực, mất lòng tin. Nghiên cứu đóng góp vào việc củng cố nền tảng lý thuyết ghét thương hiệu và đưa ra các hướng nghiên cứu tương lai gồm tập trung hoàn thiện mô hình lý thuyết và phát triển thang đo ghét thương hiệu, mở rộng các tiền tố, hậu tố, tập trung vào bối cảnh văn hóa đa quốc gia.
Tải xuống
Dữ liệu tải xuống chưa có sẵn.Tài liệu tham khảo
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Tải xuống
Ngày nộp: 13-09-2025Ngày duyệt đăng: 10-11-2025Ngày xuất bản: 27-03-2026Thống kê truy cập
Trang tóm tắt: 542 PDF: 411Cách trích dẫn
Nguyễn, L. H. T. T. Q., & Đặng, T. N. T. (2026). Ghét thương hiệu - Tổng quan tài liệu hệ thống theo khung Prisma. Tạp Chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh Tế Và Quản trị Kinh Doanh, 21(4), 3–25. https://doi.org/10.46223/HCMCOUJS.econ.vi.21.4.4788.2026Tải xuống trích dẫnGiấy phép
Bản quyền (c) 2026 Nguyễn Lê Hoàng Thụy Tố Quyên; Đặng Thị Ngọc Thế
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