Why Consumers Avoid Brands: The Effect of Product Factors and Brand Hate
DOI:
https://doi.org/10.62737/3sm2c919Keywords:
Brand avoidance, Brand hate, Ideological Incompatibility, Undesired Self- congruenceAbstract
Brands give consumers meaning to their lives. Marketing researchers have customarily underlined the positive aspects of consumption. Extensive work has been done by researchers in positive responses to brands. Marketing research has often focused on the positive attitudes towards brands, while negative evaluations of brands were neglected. The extant literature does not have a far reaching, and parsimonious understanding of anti-consumption and its related topics, such as brand hate and brand avoidance and different factors that leads to anti consumption. So, the aim of this study was to examine the impact of product levels factors (perceived deception, negative past experience, ideological incompatibility, undesired self-congruence and social influence) on brand avoidance. The study used quantitative approach. The data is obtained from 125 passenger car users of Ernakulam city. Statistical analysis was conducted. Therefore, the purpose of this paper is to investigate, discover in depth exploration of the specific types of ant consumption, brand hate, and brand avoidance and different product level factors that leads towards brand hate and ultimately towards brand avoidance. In doing so the main aim is to contribute more complete, integrative, and detailed understanding of the area.
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