Brand Avoidance: a Negative Promises Perspective

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.


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.


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


NA - Advances in Consumer Research Volume 36 | 2009

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