Brand avoidance: A negative promises perspective

Lee, Michael; Conroy, Denise; Motion, J

dc.contributor.author	Lee, Michael	en
dc.contributor.author	Conroy, Denise	en
dc.contributor.author	Motion, J	en
dc.date.accessioned	2012-02-12T20:53:00Z	en
dc.date.issued	2009	en
dc.identifier.citation	Advances in Consumer Research 36:421-429 2009	en
dc.identifier.issn	0098-9258	en
dc.identifier.uri	http://hdl.handle.net/2292/11155	en
dc.description.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.	en
dc.publisher	Association for Consumer Research; 1999	en
dc.relation.ispartofseries	Advances in Consumer 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/0098-9258/	en
dc.rights.uri	https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm	en
dc.title	Brand avoidance: A negative promises perspective	en
dc.type	Journal Article	en
pubs.begin-page	421	en
pubs.volume	36	en
dc.rights.holder	Copyright: Association for Consumer Research	en
pubs.author-url	http://www.acrwebsite.org/volumes/v36/NAACR_vol36_155.pdf	en
pubs.end-page	429	en
dc.rights.accessrights	http://purl.org/eprint/accessRights/RestrictedAccess	en
pubs.subtype	Article	en
pubs.elements-id	95255	en
pubs.org-id	Business and Economics	en
pubs.org-id	Marketing	en
pubs.record-created-at-source-date	2010-09-01	en