dc.contributor.author |
Lee, Michael |
en |
dc.contributor.author |
Motion, Judith |
en |
dc.contributor.author |
Conroy, Denise |
en |
dc.contributor.editor |
Woodside, A |
en |
dc.date.accessioned |
2012-02-12T20:48:39Z |
en |
dc.date.issued |
2009 |
en |
dc.identifier.citation |
Journal of Business Research 62(2):169-180 2009 |
en |
dc.identifier.issn |
0148-2963 |
en |
dc.identifier.uri |
http://hdl.handle.net/2292/11153 |
en |
dc.description.abstract |
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. |
en |
dc.publisher |
Elsevier Inc. |
en |
dc.relation.ispartofseries |
Journal of Business Research |
en |
dc.rights |
Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher.
Details obtained from http://www.sherpa.ac.uk/romeo/issn/0148-2963/ |
en |
dc.rights.uri |
https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm |
en |
dc.title |
Anti-consumption and brand avoidance |
en |
dc.type |
Journal Article |
en |
dc.identifier.doi |
10.1016/j.jbusres.2008.01.024 |
en |
pubs.issue |
2 |
en |
pubs.begin-page |
169 |
en |
pubs.volume |
62 |
en |
dc.rights.holder |
Copyright: Elsevier Inc. |
en |
pubs.end-page |
180 |
en |
dc.rights.accessrights |
http://purl.org/eprint/accessRights/RestrictedAccess |
en |
pubs.subtype |
Article |
en |
pubs.elements-id |
85563 |
en |
pubs.org-id |
Business and Economics |
en |
pubs.org-id |
Marketing |
en |
pubs.record-created-at-source-date |
2010-09-01 |
en |