Brand Dislike: the Dark Side of Consumer Preferences

BRAND DISLIKE: REPRESENTING THE NEGATIVE SIDE OF CONSUMER PREFERENCES

 

Daniele Dalli - Università di Pisa

Simona Romani - Università di Pisa

Giacomo Gistri - Università di Pisa

 

Abstract

There has been a recent increase in consumer research on the topic of brand dislike: it can be defined as the negative judgment expressed by the consumer and/or implied in the choice not to buy. The sparse literature in this field is fragmented into different streams of research that will be reviewed in this paper: a) consumer criticism and resistance, b) dislike as a means of communicating and constructing self image, and c) consumer/brand relationship. After the literature review, the method and results from fieldwork will be presented. The data converge towards a unitary and consistent framework, in which various levels and factors can be interpreted in the light of the theoretical perspectives outlined above.



Citation:

Daniele Dalli, Simona Romani, and Giacomo Gistri (2006) ,"Brand Dislike: the Dark Side of Consumer Preferences", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 87-95.

Authors

Daniele Dalli, University of Pisa
Simona Romani, University of Pisa
Giacomo Gistri, University of Pisa



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Changing the World, One Word at a Time: The Effect of Font Size on Prosocial Intention

Rima Touré-Tillery, Northwestern University, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

Q5. Conceptualizing the Digital Experience in Luxury

Wided Batat, American University Beirut

Read More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.