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Cited by 635

The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.

Anti-consumption and brand avoidance

Open access
Lee, Michael S.W., Motion, Judith, Conroy, Denise·2009·Journal of Business Research
DOI 10.1016/j.jbusres.2008.01.024
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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.

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Cited by

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Metadata

Authors
Lee, M. S. W., Motion, J., & Conroy, D.
Venue
Journal of Business Research
Publisher
Elsevier BV
Published
2009-02
Volume
62
Issue
2
Pages
169-180
ISSN
0148-2963 (ISSN-L)
DOI
10.1016/j.jbusres.2008.01.024
OpenAlex
W2157496882
Cited by
635
References
9
FWCI
55.42
Type
journal article
Language
en
Open access
green
Licence
www.elsevier.com/tdm/userlicense/1.0/ (tdm)

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