Anti-consumption and brand avoidance
By Michael S. W. Lee, J. Motion, D. Conroy. 2009
613 citations recorded by the source corpus.
This article focuses on a particular form of anti-consumption; brand avoidance. Specifically, it explores why people may avoid some brands, even when their financial circumstances allow them the option to purchase. The authors use qualitative data to develop a conceptual framework that helps clarify why consumers avoid certain brands. This study reveals three types of brand avoidance: experiential, identity and moral brand avoidance. Experiential brand avoidance occurs because of negative first hand consumption experiences that lead to unmet expectations. Identity avoidance develops when the brand image is symbolically incongruent with the individual's identity. Moral avoidance arises when the consumer's ideological beliefs clash with certain brand values or associations, particularly when the consumer is concerned about the negative impact of a brand on society. Finally, this study highlights potential strategies that managers could implement to deal with brand avoidance.
Subfields: Marketing, Sociology and Political Science, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/b712be51389e1ec19fad5a6d646072e71f04f156
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In Marketing
In Sociology and Political Science
Citations in the corpus
- Relating badly to brands (2013, background): “, 2010), brand crisis (Dawar & Pillutla, 2000), consumer addictions (Hirschman, 1992), antibranding ideologies and actions (Elsbach & Bhattacharya, 2001; Kozinets & Handelman, 2004; Lee et al., 2009; Thompson & Arsel, 2004), doppelgänger brand images (Giesler, 2012; Thompson et al.”