Motivations of brand avoidance

Tamasits Dóra: Motivations of brand avoidance. In: The Challenges of Analyzing Social and Economic Processes in the 21st Century. pp. 265-276. (2020)

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Abstract

Present study demonstrates the widely known and debated consumer-brand relationship, particularly focusing on the phenomenon of brand avoidance. However, the traditional consumer researches focus predominantly on the consumer loyalty, the examination of negative consumer-brand relationship is actual. The extant literature on the field brand avoidance is scarce. It is important to discover which factors are the those key elements that cause the brand avoidance. Firstly, if we know these factors we can prevent for more losing consumers. Secondly, nowadays the opinion of consumers is critic for the brand successful, because the negative word of mouth (WOM) might be harmful. Based on my previous suppositions the motivation of the brand avoidance are caused by symbolic consumption (selfexpression) which means consumers avoid certain brand because of the brand personality, brand image and the typical brand user. Partly, the results of the qualitative research certifies my previous suppositions, but the functional factors and the message of the advertisement are important elements for the brand avoidance as well.

Item Type: Article
Heading title: Marketing-menedzsment trendek, kihívások
Journal or Publication Title: The Challenges of Analyzing Social and Economic Processes in the 21st Century
Date: 2020
Page Range: pp. 265-276
Event Title: Társadalmi és gazdasági folyamatok elemzésének kérdései a XXI. században (2019) (Szeged)
Related URLs: http://acta.bibl.u-szeged.hu/id/eprint/71996
DOI: 10.14232/casep21c.19
Uncontrolled Keywords: Fogyasztói magatartás, Marketing, Reklám, Márkanév
Additional Information: Bibliogr.: p. 275-276. ; összefoglalás angol nyelven
Subjects: 05. Social sciences
05. Social sciences > 05.02. Economics and business
05. Social sciences > 05.02. Economics and business > 05.02.03. Business and management
05. Social sciences > 05.02. Economics and business > 05.02.03. Business and management > 05.02.03.10. Marketing
Date Deposited: 2021. Feb. 16. 15:44
Last Modified: 2021. Feb. 16. 15:44
URI: http://acta.bibl.u-szeged.hu/id/eprint/72042

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