Abstract:
Previous research lacks a unifying construct that is both parsimonious enough to account for the multiple reasons that motivate brand avoidance, and flexible enough to remain workable. We address this gap by providing a core construct that may aid in the understanding of brand avoidance. Specifically, we use grounded theory to analyse qualitative data from 23 in-depth interviews, and we introduce the negative brand promises idea as a powerful yet practical metaphor for understanding brand avoidance.