Brand Avoidance: a Negative Promises Perspective

Michael S. W. Lee, The University of Auckland, New Zealand
Denise Conroy, The University of Auckland, New Zealand
Judith Motion, The University of Wollongong, Australia
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.
[ to cite ]:
Michael S. W. Lee, Denise Conroy, and Judith Motion (2009) ,"Brand Avoidance: a Negative Promises Perspective", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 421-429.