Brand Avoidance: What Causes the Anti-Consumption of Brands and how Marketing Managers Can Cure It

 
9783639123692: Brand Avoidance: What Causes the Anti-Consumption of Brands and how Marketing Managers Can Cure It
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Brands are undeniably important in marketing academia and practice, and consumer culture. Though most research focuses on positive attitudes and behaviours that consumers have toward brands, there is a growing practice of, and interest in, brand avoidance. However, most anti-consumption research has been one-dimensional, failing to account for the wide range of reasons underlying brand avoidance. This book addresses the limitations of existing models by providing an integrative and comprehensive understanding of brand avoidance. This research draws upon and synthesises in-depth interviews with more than 300 existing works on anti-consumption, this ¿Grounded Theory¿ analysis establishes four main types of brand avoidance (experiential, identity, deficit-value, and moral) and discusses the circumstances in which brand avoidance may be restricted or alleviated (avoidance antidotes). Overall, this research provides a comprehensive account of why people avoid brands and also offers potential insights on how brand avoidance may be managed. Therefore this book should be useful to marketing practitioners, scholars, and educators, as well as interested consumers.

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About the Author:

Dr Mike Lee (PhD) is Senior Lecturer of Consumer Behaviour and Advertising at The University of Auckland Business School. He Directs The International Centre of Anti-Consumption Research (ICAR) and the consultancy company Zenyth Solutions, and has been Guest Editor in The Journal of Business Research and Consumption, Markets and Culture.

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Book Description VDM Verlag Feb 2009, 2009. Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Neuware - Brands are undeniably important in marketing academia and practice, and consumer culture. Though most research focuses on positive attitudes and behaviours that consumers have toward brands, there is a growing practice of, and interest in, brand avoidance. However, most anti-consumption research has been one-dimensional, failing to account for the wide range of reasons underlying brand avoidance. This book addresses the limitations of existing models by providing an integrative and comprehensive understanding of brand avoidance. This research draws upon and synthesises in-depth interviews with more than 300 existing works on anti-consumption, this Grounded Theory analysis establishes four main types of brand avoidance (experiential, identity, deficit-value, and moral) and discusses the circumstances in which brand avoidance may be restricted or alleviated (avoidance antidotes). Overall, this research provides a comprehensive account of why people avoid brands and also offers potential insights on how brand avoidance may be managed. Therefore this book should be useful to marketing practitioners, scholars, and educators, as well as interested consumers. 288 pp. Englisch. Seller Inventory # 9783639123692

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