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Brands are undeniably important in marketing
academia and practice, and consumer culture. Though
most research focuses on positive attitudes and
behaviours that consumers have toward brands, there
is a growing practice of, and interest in, brand
avoidance. However, most anti-consumption research
has been one-dimensional, failing to account for the
wide range of reasons underlying brand avoidance.
This book addresses the limitations of existing
models by providing an integrative and comprehensive
understanding of brand avoidance. This research
draws upon and synthesises in-depth interviews with
more than 300 existing works on anti-consumption,
this Grounded Theory analysis establishes four
main types of brand avoidance (experiential,
identity, deficit-value, and moral) and discusses
the circumstances in which brand avoidance may be
restricted or alleviated (avoidance antidotes).
Overall, this research provides a comprehensive
account of why people avoid brands and also offers
potential insights on how brand avoidance may be
managed. Therefore this book should be useful to
marketing practitioners, scholars, and educators, as
well as interested consumers.
academia and practice, and consumer culture. Though
most research focuses on positive attitudes and
behaviours that consumers have toward brands, there
is a growing practice of, and interest in, brand
avoidance. However, most anti-consumption research
has been one-dimensional, failing to account for the
wide range of reasons underlying brand avoidance.
This book addresses the limitations of existing
models by providing an integrative and comprehensive
understanding of brand avoidance. This research
draws upon and synthesises in-depth interviews with
more than 300 existing works on anti-consumption,
this Grounded Theory analysis establishes four
main types of brand avoidance (experiential,
identity, deficit-value, and moral) and discusses
the circumstances in which brand avoidance may be
restricted or alleviated (avoidance antidotes).
Overall, this research provides a comprehensive
account of why people avoid brands and also offers
potential insights on how brand avoidance may be
managed. Therefore this book should be useful to
marketing practitioners, scholars, and educators, as
well as interested consumers.