Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

Lee, Michael; Roux, Dominique; Cherrier, Hélène; Covà, Bernard

doi:10.1108/ejm.2011.00745kaa.001

Cited by 136 publications

(224 citation statements)

References 9 publications

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“…Romani et al (2008) suggest the negative feelings toward a brand may result from an intentional or accidental disruption in the product's performance, which is also notified by other authors Lee et al, 2011). Dislike arising from a product failure was also frequently highlighted in this study, either in the form of absolute lows in performance or relatively lowers priceperformance ratios.…”

Section: Reasons For Brand Dislikementioning

confidence: 69%

I love to hate you: Loyalty for disliked brands and the role of nostalgia

Demirbag-Kaplan

Yıldırım²,

Gulden³

et al. 2015

J Brand Manag

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Brand loyalty has been a popular research area for the previous decades, and concepts such as satisfaction, trust, repurchase behavior and positive brand image have been associated with brand loyalty as antecedents of the concept. This study investigates how much satisfaction actively is required for the development of brand loyalty, focusing on the cases in which loyalty is retained in spite of being disliked. This qualitative study employs 14 semi-structured interviews and for the first time in the literature reveals that nostalgia may play an important role in maintaining an otherwise failed brand relationship, among other factors previously noted.

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Section: Reasons For Brand Dislikementioning

confidence: 69%

I love to hate you: Loyalty for disliked brands and the role of nostalgia

Demirbag-Kaplan

Yıldırım²,

Gulden³

et al. 2015

J Brand Manag

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“…It was only during the last decade that the topic of anti-consumption and one of its components -brand avoidance -attained more scientific attention [23][24][25]. Even though the interest in the topic is growing, there is still a lack of comprehensive understanding of anti-consumption and its motives.…”

Section: Problem Statementmentioning

confidence: 99%

“…Nevertheless, anti-consumption does not essentially mean that people would entirely discontinue using particular products or services; it also includes reclamation, rejection and restriction of consumption [23]. Anti-consumption has been studied from many several perspectives and can take a lot of numerous kinds [25], like rejects ethical consumption brand avoidance [38], voluntary simplification, brand rejection [22], consumer resistance, anti-branding, sharing, anti-consumption inspired by means of undesired image congruence and self [41].…”

Section: Brand Avoidance Motivatorsmentioning

confidence: 99%

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

Abid¹,

Khattak²

2017

J Account Mark

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This study aims to examine the effect of brand avoidance motivators on brand equity. It also probes the mediating effect of brand hate among brand avoidance motivators and brand equity. In order to empirically study the above relationship the questionnaire was presently administered to the sample of 400 smartphone users. The 270 questionnaire were returned back. The received data was subjected to a number of statistical analyses. The finding proposed that brand avoidance motivators i.e., unmet expectations, symbolic congruence and ideological incapability have positive impact on brand equity. The brand hate copiously mediates between brand avoidance motivators and brand equity. The findings have number of implications for marketers and mangers in Islamabad regarding brand avoidance. Generally, this thesis contributes knowledge to the emergent field of anti-consumption research by means of a pioneering impression and an integrative understanding of a less explored realm of brand avoidance. avoidance motivators are very vital for all marketing specialists even for competitor, mostly such type this knowledge can be purposefully used for their brands' positioning as an engaging substitute [7]. Brand avoidance is states as a process where consumers intentionally select to discard any product. Dualistic important thoughts remain adjacent to the learning of brand evasion. One is the anti-constellation that encompasses goods which are excluded by customers [10]. Contrasting to it, low prominence on products or brands in the learning of anti-constellations. The other idea that is very similar to brand evasion is the incompetent conventional [11], which has negative evaluation accredited to an aversion of the poor product performance advertisement. Bryson et al. [12] state brand hate as 'a powerful negative responsive distress to the brand'. In this study avoidance types as identity, moral and experiential avoidance are significant. Identity avoidance happens when consumers evade brands they do not want to be related with. Similarly when companies act negligent it can reason ethical misgiving with its consumers, all these will lead to brand avoidance. Past research proposes that, in case of negative ideological, identity incongruence and unmet expectations of consumers' preoccupied perceptions and feelings concerning the brand that play a vital role in consumers' action-related assessments [13].Consumers reject certain brands, not because of financial pressures, however, because of predominantly unmet expectations, ideological incapability and identity concerns. When consumers observe that the products and concerned brands are not distributing what have been assured, moreover because of brand misbehavior and not meeting expectations, due to symbolic incongruence and ideological incompatibility between themselves and the brand [14], the positive relationship among consumer and brand may turn into negative, wherever consumers merely not want to assistant themselves with those brands and ultimately discard to contai...

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“…It is mainly reflects in functional value and individual enjoyment. If product harms a person's personal safety and health, and thus violates their trust in the brand technology reliability, consumers will experience the loss of emotional distress and psychological trauma (Lee et al, 2011) [11]. Consumers will form functional and aesthetic expectations about product or service in the process of consumption, if enterprises provide inferior products will lead to not meet expectations, it can cause consumer dissatisfaction.…”

Section: Motives For Anti-brand Behaviormentioning

confidence: 99%

“…When consumers are wrongly treated by enterprise, brand avoidance and retaliation will emerge (Grégoire et al, 2009) [10]. Lee et al (2011) think that anti-consumption does not necessarily mean that people would completely stop consuming certain products or services, as it also covers rejection, restriction, and reclamation of consumption [11].…”

Section: Concept For Anti-brand Behaviormentioning

confidence: 99%

The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

Yuan¹,

Lei²

2017

OJBM

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Enterprises tend to attach importance to consumer brand relationship in the marketing context, especially the establishment and culture of attachment relationship, and they try to maintain brand loyalty through consumers' high self-connection. But they ignore the possibility that brand attachment leads to anti-brand behavior; however, previous study was less involved in the negative effects of brand attachment and negative brand behavior. So on the basis of relevant research literature review, we firstly illustrate two kinds of incentive of anti-brand behavior: 1) the loss of functional benefit; 2) the violation of self-concept, and then discussed the theoretical framework that brand attachment leads to anti-brand behavior from the perspective of consumers' individual characteristics. The purpose of this paper is to explore the strong brand attachment relationship between consumers and brand when and why it will be transformed into a strong negative brand behavior, and thus provide a new perspective on the study of brand attachment.

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Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

Cited by 136 publications

References 9 publications

I love to hate you: Loyalty for disliked brands and the role of nostalgia

I love to hate you: Loyalty for disliked brands and the role of nostalgia

Brand Avoidance Motivators Stimulate to Brand Equity in the Mediating Role of Brand Hate: A Case of Smartphone Industry of Pakistan

The Negative Effect of Brand Attachment: How Attachment Styles Help Explain Anti-Brand Behavior

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