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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Featured

Consumer Attachment Styles and Preference for Sharing Products

Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU

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.