Brand Dislike: the Dark Side of Consumer Preferences



Daniele Dalli - Università di Pisa

Simona Romani - Università di Pisa

Giacomo Gistri - Università di Pisa



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.


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.


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


NA - Advances in Consumer Research Volume 33 | 2006

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