Brand Avoidance

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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.